Published December 11th, 2005 - 11:11 GMT

Close on the heels of winning a series of awards for its innovative products and services at Skytrax, World Travel Market, Arabian Business Awards 2005 and the PAX international Readership Awards, Gulf Air has just received another international award for its brand repositioning.

In a global poll, Gulf Air was voted winner of the 'Best Client Business Transformation' category, by Landor Associates- an organisation providing a complete range of brand consulting and creative design services.

The award was given to Gulf Air for demonstrating successful brand-led business transformation and was chosen against competition from extremely strong candidates such as BP, P&G and Fuji Xerox.

Landor Creative Director Jon Brash presented the award to Gulf Air President and Chief Executive James Hogan.

“We are particularly proud of this award as it honours the best of the best clients from what is widely regarded as the leading brand agency in the world,” says Gulf Air Head of Marketing Shane O’Hare.

“Branding in a global service business is complex and in airlines particularly so, because of the brand values needed to reflect the Arabic culture and home of the airline as well as recognise the global network reach. In addition other customer contact points must be taken into account from dinner plates and aircraft interiors to lounges, aircraft and uniforms in extremely diverse locations around the globe.

“The brand has played a significant role in the perception and thus successful turnaround of the Gulf Air business,” says Mr O’Hare.

Landor has a yearly internal brand-led global awards programme - the T&T ('Transform and Transcend') Awards. The award stands for Landor's brand positioning 'Transform and Transcend' i.e. partnering with clients to achieve brand-led business transformation, which in turn helps them transcend their competitors and sectors.

“Infact the Landor designed Bahrain lounge has been awarded by Skytrax as the Best in the Middle East and in the top five world-wide.”

Each Landor office worldwide has a Local T&T Awards competition and then all local category winners are put forward to the Global T&T Awards as global nominees. A global panel of senior Landor executives judges the global nominees.

About Gulf Air
Founded in 1950, Gulf Air is presently owned by the Kingdom of Bahrain, the Sultanate of Oman and the Emirate of Abu Dhabi and is the only truly Pan Gulf carrier in the region.

More than half a century later, the regional, geographic and cultural values that the airline has embraced over more than half a century are still central in defining the brand and service ethos within the contemporary and global environment.

Today the airline’s network stretches from Europe to Asia and covers 44 cities in 30 countries. The fleet comprises 34 aircraft.

Under President and Chief Executive James Hogan, the successful implementation of the first phase of a restructuring programme, which commenced in 2003, has resulted in the establishment of a platform for sustained commercial operation.

It has also provided a framework for a succession of innovative products and services including the unique Sky Chefs and Sky Nannies that form part of Gulf Air’s ‘boutique airline’ vision.

The dramatic turnaround in fortunes has won international recognition.  The Centre for Asia Pacific Aviation (CAPA) presented the airline with the prestigious Airline Turnaround of the Year Award for 2003. Gulf Air was also the recipient of the 2003 Platinum Award for the Best Airline in the Middle East and North Africa, which recognised the airline’s commitment to service excellence. Other awards include:

Winner – Middle East Leading First Class Airline, World Travel Awards 2005
Winner – World’s Leading Airport Lounge, World Travel Awards 2005
Winner - Middle East & North African Platinum Best Airline Travel Award 2004
Winner - Skytrax Most Improved Airline Award 2004
Winner - Skytrax Best First Class Onboard Food Category 2004
Winner - Skytrax Best Business Class Check-in Category 2004
Official Airline and Sponsor of the Gulf Air Bahrain Grand Prix 2006

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