Renovation of LAX
Project: Renovation of LAX
Client: Los Angeles International Airport
Services: Messaging, Creative & Production, Digital, Marketing & Advertising Services, Public Relations & Out of Home
Brand Story: LAX – Now We’re Flying. The well-known, iconic airport was bringing the flavor of LA back into the airport facility so that visitors can enjoy LA when they visit the airport.
Marketing Challenge: LAX was undergoing the largest public works project in the history of Los Angeles, finally transforming it into a modern-day airport. Our team developed the multi-channel, multilingual campaign to educate airport users of the upcoming and ongoing renovations and its impact on traffic on a limited budget and a tight time frame.
While the campaign set out to inform audiences about the changes, it also needed to change behavior of the user by getting them to plan ahead prior to heading to the airport. Because of a limited budget, the campaign focused around universally understood icons which were used online marketing, on-site signage, public relations, collateral, social media, and out-of-home.