“LAX is Happening,” Campaign Connects with Target Audience,
Local Community as Airport’s 10-Year Renovation Plan Takes Off
Media Strategy by AdEase Marketing, Advertising & Public Relations Soars
LOS ANGELES/SAN DIEGO (June 24, 2014) — A public outreach campaign from the Los Angeles International Airport to inform travelers and nearby residents of the airport’s extensive multi-billion dollar modernization program has shown strong early results reaching its targets and engaging them with informative content.
Touting the slogan “LAX is Happening,” the campaign features a multi-media digital-centric campaign built around a website with new resources, tools and tips to help the public navigate expected traffic impacts and airport construction-related closures.
The new site includes real-time LAX traffic and road closure maps; “insider” traffic tips and shortcut videos; information on the planned LAX upgrades, including new dining and retail options; direct access to the airport’s @FlyLAXAirport Twitter feed updates; as well as links to project fact sheets and other easy-to-access updates.
Following a media strategy from San Diego full-service agency AdEase Marketing, Advertising & Public Relations, the campaign targeted frequent fliers and residents within a ten mile radius of the airport, then followed them through their variety of devices with a series of sequential messages — chronologically adapting each for every individual.
“Our media plan focused on connecting the virtual dots, making sure we reached people across all their devices,” says Trisha Hall Blake, vice president and media director at AdEase. “If you watch Hulu, or see an outdoor billboard or one of our construction signs, the message you receive will be different than your neighbor’s, depending how far along in the campaign’s messaging each of you are.”
The Airport recently released figures showing average time on the website is ten minutes, which suggests a very engaged visitor, Ms. Hall Blake says. “We’re finding the right person and they’re taking the time to learn what they need to know.”
Creative for the campaign was by Phelps, of Santa Monica, CA.
Founded in 1999, AdEase is a full service marketing, advertising and public relations agency committed to building brands while providing measurable return on investment. Headquartered in San Diego, with offices in Los Angeles, San Francisco and Sacramento, AdEase executes targeted marketing campaigns across all channels including broadcast, print, out-of-home, online marketing, social media, SEO, public relations, and promotions. For more information, visit www.adease.com.