NEW MEDIA CAMPAIGN HIGHLIGHTS LAX AIRPORT MODERNIZATION PROGRESS
Campaign Taps L.A. Insiders for Tips on New Amenities, Navigating Airport Travel
Terminal-specific updates, new dining and shopping options, as well as traffic and airport navigation tips, are the focus of the latest media campaign from Los Angeles International Airport (LAX). The airport is currently undergoing a multi-year, multi-billion-dollar modernization program, the largest public works project in the City of Los Angeles’ history.
“Our latest campaign builds on our commitment to keep the public and community informed, but also inspired about our vision for a world-class airport,” said Mary Grady, managing director of media and public relations for Los Angeles World Airports (LAWA). “While many improvements are complete, we’ve got more in the works, which may mean some inconveniences for our guests and surrounding communities. Our goal is get the word out and make people aware of the changes taking place.”
In the latest campaign, L.A.-based travel personality Johnny Jet (aka John DiScala) and local food writer Krista Simmons provide personal insights, tips and their LAX favorites in :30 and :90 videos. The videos, along with helpful travel insights like Johnny Jet’s “The Best Travel Hacks for LAX” and Simmons’ “LAXisHappening: Dining Tips,” will be promoted via robust digital advertising tactics and social media channels.
The campaign will feature rich media banner ads, as well as radio traffic sponsorships with 25 local stations, including Spanish-language. Traffic tips, shortcuts and terminal information will also be promoted via the popular WAZE traffic app. Campaign messaging, such as “We’re undergoing an inner transformation” and “Don’t stress over traffic – you’ll wrinkle,” will be featured on billboards along popular routes to and from the airport.
Currently Terminals 1, 2, 6, 7 and 8 are in various stages of renovation. Since 2013, the airport’s modernization milestones include completion of the New Tom Bradley International Terminal; renovation of Terminal 5 (Delta Air Lines); a replacement Central Utility Plant to more efficiently heat and cool the airport; a dramatically new “look” for the airport’s Central Terminal Area featuring sculptured light poles and a programmable color lightband; new escalators, elevators and moving walkways in many of the airport terminals and parking garages; and more electrical charging stations.
Future projects in planning include an Automated People Mover that will provide convenient access to the Central Terminal Area, along with a consolidated Rental Car Center and Intermodal Transportation Facilities that will provide multiple locations to pick up and drop off passengers, as well as park.
All enhancements are part of the ongoing multi-billion-dollar LAX Modernization Program, which is funded by operating revenues, capital improvement program funds, fees from airlines, passenger facility charges, and airport revenue bond proceeds. No money from the Los Angeles City General Fund is being used for modernization projects.
About Los Angeles International Airport (LAX)
LAX is the fifth busiest airport in the world and second in the United States. LAX served nearly 70.7 million passengers in 2014. LAX offers 692 daily nonstop flights to 85 cities in the U.S. and 928 weekly nonstop flights to 67 cities in 34 countries on 59 commercial air carriers. LAX ranks 14th in the world and fifth in the U.S. in air cargo tonnage processed, with over two million tons of air cargo valued at nearly $96.3 billion. An economic study in 2011 reported that operations at LAX generated 294,400 jobs in Los Angeles County with labor income of $13.6 billion and economic output of more than $39.7 billion. This activity added $2.5 billion to local and state revenues. LAX is part of a system of three Southern California airports – along with LA/Ontario International and Van Nuys general aviation – that are owned and operated by Los Angeles World Airports, a proprietary department of the City of Los Angeles that receives no funding from the City’s general fund.
As a covered entity under Title II of the Americans with Disabilities Act, the City of Los Angeles does not discriminate on the basis of disability and, upon request, will provide reasonable accommodation to ensure equal access to its programs, services, and activities. Alternative formats in large print, braille, audio, and other forms (if possible) will be provided upon request.
