Puget Sound region’s main airport to go by SEA from now on. No slight to Tacoma, officials say
What happened to the “Tac” in Sea-Tac?
You might be asking yourself that after seeing a new branding campaign for Seattle-Tacoma International Airport, which is to appear on signs, uniforms, workers’ lanyards and more.
The campaign rebrands Sea-Tac Airport as “SEA” and touts a new website, www.flySEA.org, SEA Airport app and SEA Visitor Pass, which is “a free program to allow approved, non-ticketed visitors to go post-security to spend more time with friends and family.”
What was initially feared by local officials, that Tacoma would somehow be left off the brand entirely, did not come to pass. “Seattle-Tacoma International Airport” appears alongside “SEA” on the new brand.
The “SEA” part is just in bigger type.
Airport officials contend the end result is what was promised all along: A focus on giving the airport a strong brand identity tied to customer-focused initiatives and amenities.
According to the airport in a news release promoting the new logo: “The brand represents a clear commitment to focus on customer well-being, with an experience that reflects the very best character and nature of our Pacific Northwest home.”
Airport managing director Lance Lyttle said in the Jan. 22 news release: “We want SEA to celebrate and represent the originality, diversity, and beauty of the Pacific Northwest as we go into a monumental year and decade. Our new brand identity and promise also stands up for our values and makes a clear commitment to the kind of experience we intend to offer.”
While social media saw posts expressing frustration at the change from the Tacoma side, official reactions offered Wednesday avoided direct confrontation.
In response to questions from The News Tribune seeking the city of Tacoma’s reaction to the new logo, a media representative for the city sent the following statement:
“The new Seattle-Tacoma International Airport brand recognizes the importance of our joint efforts to build the regional economy. We look forward to leveraging this asset as we grow together.”
A video accompanying the airport news release has people referring to Sea-Tac more than once as “S-E-A,” spelling out the letters, as one says, “You are welcome at S-E-A.”
Another person in the video says, “At S-E-A, you will explore, connect and get where you’re going.”
Officials with the airport told The News Tribune that’s not some slight to Tacoma, it was simply shorthand. They also noted that announcements heard at the airport on overhead speakers or elsewhere on site will still call it Seattle-Tacoma International Airport.
“We won’t be trying to tell people they shouldn’t say Sea-Tac,” said Julie Collins, director of customer experience and brand strategy with the Port of Seattle.
“Pierce County officials were most concerned if Tacoma were to be taken out,” explained Collins. “So it did not happen. The name of the airport is the same and even more prominent.”
.jpg "Former Seattle-Tacoma International Airport logo (1).jpg")
Officials with Pierce County government declined to comment Wednesday.
The new logo replaces the previous one that included “Port of Seattle,” which operates the airport, in the verbiage.
Collins noted that adding “TAC” to “SEA” also could become confusing for international travelers who recognize the airport strictly by its “SEA” airport code on luggage tags and ticketing information.
According to the airport’s release, the rebranding also is aimed at ending confusion with the city of SeaTac as well as travelers going by airport codes.
“The name of the airport remains Seattle-Tacoma International Airport. SEA has been the official identifier for the airport since 1943. It’s the airport code people see on their luggage tags and when they book a reservation online, and it reduces confusion with the municipal government of our neighboring community, the City of SeaTac. ‘Sea-Tac’ is a nickname for the airport,” according to the news release. “People throughout our region know and have affection for the name and will likely continue using it.”
“And, that’s great,” it added.
In March 2019, officials representing Pierce County and Tacoma government and business sent a letter to Lyttle and Collins expressing concerns over where exactly the rebranding was headed, as noted in a News Tribune editorial last year.
Lyttle and Seattle Port Commission president Stephanie Bowman responded to the Pierce County-Tacoma letter also in March: “With regards to the use of the name ‘Sea-Tac Airport’, we recognize it is a well-established part of the local vernacular. It is the short-hand name used throughout the community — from directional signage on I-5 to weather reports — and we have no intention of changing its use.”
The letter also noted: “The use of the airport code (SEA) is another common name in the international system of air travel, particularly for visitors outside our state and in online information searches.”
Collins said county officials they heard from and met with through 2019 “all expressed support and indicated they felt heard in this process as we deliberated together.”
Tom Pierson, president and CEO of the Tacoma-Pierce County Chamber, agreed that the airport “did a good job with outreach.”
“We’ve gotten a lot of assurances that Tacoma is a part of it and part of the name, so it’s not just the Seattle airport,” Pierson said.
More important, Pierson noted, was “making sure the airport is a doorstep to our region, and they are working through that” with current upgrades and renovations.
Akiko Oda, communications manager for the Port of Tacoma, wrote in response to The News Tribune’s request for comment: “While the Port of Tacoma does not have a role in operating the Seattle-Tacoma International Airport, then-Port of Tacoma Commission President Clare Petrich was consulted. The commission never took a formal action on the topic.”
As explained by Visit Seattle president and CEO Tom Norwalk in Wednesday’s news release:
“There is much excitement for the new SEA brand, which better links Visit Seattle and our gateway airport, to allow us to promote and celebrate this destination. Globally, SEA will resonate within our key market segments to reinforce our amazing part of the world.”
The ties between Seattle and Tacoma in regard to the airport were formalized in the 1940s after South Sound officials pledged to raise $100,000 to help build the airport. Any attempt to remove Tacoma from the airport’s name has always received strong pushback from county/city officials.
Collins emphasized those concerns were heard and recognized in this process, and ties to Tacoma and Pierce County remain strong from the airport’s perspective.
Bruce Kendall, president and CEO of the Economic Development Board for Tacoma-Pierce County, told The News Tribune that more important than any marketing effort was the customer’s experience at the airport itself.
“At the end of the day, what’s most important about the airport experience is how quickly and safely one gets to the airport, through the airport and out of the airport,” Kendall said. “That’s the real proof in the whole branding and customer service effort.
“It’s encouraging to see them take the customer service experience as the core of what they’re trying to do.”
This story was originally published January 23, 2020 at 5:25 AM.
