How do you sell travel convenience as a service?
Previously known as Bob Hope Airport—and perhaps the best kept secret in Los Angeles for almost 90 years—this airport boasts fabulous service and a convenient location. Travelers often thought LAX was their only option into the LA basin, even though Burbank (BUR) offered easier access in and out of the Airport, as well as to many major LA attractions. Due to its proximity to tourist hot spots, it has always been a logical choice for SoCal travel, but has been overlooked due to location ambiguity. The Airport needed a way to build brand awareness among its local, regional, and national audiences, and communicate to travelers that their convenience is unparalleled.
Execution
The first step in getting travelers to know where the Airport was located was by changing its name. Anyone™’s work with the Airport began in 2014, with an immense undertaking of a full rebrand, which included a new name—Hollywood Burbank Airport—and a new identity and color palette to give the Airport a fresh, modernized look. From there, our work broadened to continue building awareness of the new Airport brand through an entirely redeveloped website, social media channels, print and digital ad campaigns, commercial production, wayfinding signage, and more. As the Airport’s agency of record, Anyone™ has continuously launched new and compelling ad campaigns over the years to further establish the Airport’s personality to its audience and consistently communicate the ease and convenience of traveling through BUR.
55%
Overall Increase in Annual Revenue Passengers
Gaining Momentum
Relaunching this beloved local brand drew a lot of press attention, which increased overall brand awareness both regionally and nationally. To build on the momentum gained through the rebrand, Anyone™ established an overall marketing strategy that targeted specific travelers coming to Los Angeles for business and/or leisure. When targeting specific demographic groups, our campaign emphasized the Airport as a central access point to the most popular Los Angeles travel destinations—one of the Airport’s key competitive advantages. Anyone™ researched and clearly defined the Airport’s target audiences and targeted them via print, digital (programmatic), and relevant social media platforms (including Google AdWords).
Voted the Best Airport in the U.S.
In 2019, Fodor’s Travel announced Hollywood Burbank Airport was voted the best airport in the United States. This major win is representative of the Airport’s travel convenience, as well as the extensive marketing efforts that has positioned the Airport as a premier travel option on a national scale.
ACI MarComm Awards
We have also had the good fortune of being recognized for our work by the airport industry through Airports Council International (ACI) and were awarded four first place awards at their 2018 Marketing and Communications Conference, including: Brand Identity, Print Communications, Digital Advertising / Communications, and Overall Marketing Programs. Furthermore, we also received the 2018 Peggy G. Hereford Award, which is awarded to the airport with the most overall recognition in the contest’s categories—the highest recognition the ACI gives to airports.
Year-Over-Year Passenger Growth
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. Comparing statistics from December 2018 to December 2019, the Airport experienced over a 19% increase in total revenue passengers.
A State-of-the-Art Web Presence
To refresh the voice and personality of the airport, a new website was designed to put Hollywood Burbank Airport’s ease and accessibility front-and-center, while providing travelers with easy-to-find information on flight routes, parking, valet service, transportation options, and more. The new design involved an overhaul of the site structure and navigation, as well as ensuring it was all mobile responsive.
Hyper-Targeted Ad Campaigns
Hyper-targeted digital campaigns reached travelers nationwide who live within close proximity to airports with direct routes to BUR, promoting the ease, convenience and accessibility of flying with Hollywood Burbank Airport.
2 Million+
Video Views
6 Million
Digital Ad Impressions