Previously known as Bob Hope Airport—and the best kept secret in Los Angeles for over 90 years—The Hollywood Burbank Airport boasts fabulous service and a convenient location. Directly near many LA attractions, the Airport has always been a logical choice for Southern California travel, but was often overlooked due to location ambiguity. Potential passengers simply didn’t know where Bob Hope Airport was and, therefore, did not consider it as an option when flying into or out of the Los Angeles area. This, combined with a complete lack of branding, the disappearance of informed travel agents, the rise of self-booking, and the 2008 stock market crash, resulted in passenger levels dropping off while market share slipped. The Airport needed a way to get back into the game.

Because the Airport is part of the Burbank-Glendale-Pasadena Airport Authority, input from all levels of government and public between all three cities were crucial when rebranding the Airport entity.

In 2014, the Airport Authority disseminated a Request for Proposal for Airport Branding Consultant Services. The Authority was seeking a brand consulting firm to develop a comprehensive brand strategy that will be used in marketing and as a strategic driver to develop a more viable image and unified message as the Authority works toward its objective of operating the premiere boutique airport in the United States. The resulting brand work would need to complement the overall image and perception of the Airport, as well as provide a platform with which to attract passengers, both locally and nationally. The firm selected would be required to conduct in-depth and comprehensive market research to objectively assess the Airport’s existing strategies and ensure an unbiased and broad understanding of the brand and its unique market opportunities.

Once the Airport Authority awarded ANYONE with the brand consulting services contract, we created a brand strategy, brand identity system, and strategic recommendations for all marketing and advertising efforts.

The Airport decided on this solution because ANYONE executed a robust discovery phase which included SEO analysis, airport research, and competitor analysis. We also conducted interviews with key stakeholders, including Airport staff, Airport Commissioners, Airport Business Consultants, airlines, Chamber of Commerce personnel, city councillors, local government officials, and many more. The Airport was confident that using this data, we created a brand strategy that aligned with the Airport’s mission, values, and goals.

Our solution ensured the Airport’s overall marketing program would maintain consistency by using a unified brand voice to build awareness of and engage audiences with the Airport brand. By understanding that travelers have multiple choices when flying out of Southern California, so it was important to highlight the advantages of the Airport compared to neighboring competitors. Through earned, owned, and paid media, ANYONE laid the groundwork for Hollywood Burbank Airport to become widely visible on a national level across all platforms. The marketing program had multiple goals:

• Communicate to travelers the service and convenience advantages of the Airport compared to other SoCal airports.
• Increase awareness of the Airport’s proximity to major LA attractions to travelers regionally and in regions east of the Rockies.
• Increase number of revenue passengers for the Airport annually.
• Introduce a new brand identity system that shows an updated look and feel to the Airport, while maintaining the same great service customers are familiar with.

Taking on a rebrand is an exciting, yet challenging experience for any organization, especially for an Airport that has been widely known as Bob Hope Airport for 13 years. Maintaining brand loyalty and recognition is a vital role for the Airport’s business, therefore it was equally as important for Hollywood Burbank Airport to devise a cohesive overall marketing program to introduce the new name and logo.

Hollywood Burbank Airport has been working extensively with ANYONE over the course of the last four years. Anyone™ has been responsible for the Airport’s branding, web development, digital advertising, social campaigns, video production, print collateral, and more. Anyone™ has worked on nearly every marketing and experiential consumer touch point, including on-site and city monument signage, shuttle bus wrap graphics, extensive photography, branded stationery and collateral, as well as event production.

After creating the Airport’s new brand identity and since the unveiling of the new name and logo in December 2017, we designed a comprehensive marketing campaign to communicate a fresh brand message to both locals and those who have never heard of the Airport. For locals, the messaging was direct and simple: “New Look, New Name, Same Great Service.” For those unfamiliar with the Airport’s brand, the message focused around superior service, convenience, and proximity to the best Los Angeles has to offer. The marketing program included digital and print advertising, social media content strategy, updating physical branded collateral, and internal brand training workshops. As the Airport’s new brand gained traction, marketing efforts continued to grow, with messaging remaining focused on service and convenience for all travelers. ANYONE has also become involved with meeting with the Airport’s airline partners, as part of Air Service Development from 2018 to present.

Since the official launch of the Airport’s new name and logo in December 2017, Hollywood Burbank Airport has seen significant growth in the number of revenue passengers. The brand is becoming more well-known, particularly for its prime geographical location in Los Angeles and its convenience compared to neighboring airports. Passenger enplanements are currently at a record high. ANYONE continues to support the airport on an ongoing basis as Agency of Record, and will continue to do so as they build the new terminal, set to open in 2025.

Client
Hollywood Burbank Airport

Services
Agency of Record
Research and Development
Naming
Identity Design and Rebrand
Website Design
Social Media Management
Digital and Print Ads
Onsite Events and Promo Items
Air Service Development Support
Strategic Marketing Planning
Ongoing Marketing Campaign Creation
Advertising and Media Planning

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