Campaign taps LAX 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.
The LAX Is Happening campaign and website first launched in 2014, and has served as a key resource for travelers using the airport. In September, the LAXisHappening.com website was updated with new visual content and a “terminal finder” search function that allows passengers to enter an airline and quickly find their terminal. The site was upgraded to include terminal-by-terminal information about where to eat and shop now, what’s coming in the future, an up-to-date terminal map and specific modernization impacts by terminal.
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.LAWA.org | LAXisHappening.com PAGE 2
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.