Hollywood Burbank Airport looks to lure travelers from outside California
It has been more than a year since the Burbank-Glendale-Pasadena Airport Authority decided to rebrand Bob Hope Airport as Hollywood Burbank Airport and a little more than two months since initial marketing of the new name was completed.
Now branding firm Anyone Collective, which has been working with airport officials for almost three years, is ready to start heavily marketing Hollywood Burbank Airport to potential passengers outside the Southern California region.
On Monday, the airport’s operations and development committee unanimously recommended to the authority’s board that the South Pasadena-based company should move on to the third phase of the rebranding process in an effort to help attract more travelers from east of the Colorado Rockies.
Michael Fiore, a co-founder of Anyone Collective, said that through June 30, 2018, his firm will create and implement a series of advertising campaigns that will target specific groups, such as business professionals and leisure travelers.
He said he and airport staff will use a 300-page marketing guide his team created during the second phase of the marketing campaign to develop specific advertising, whether it be in print or digital media, that will hopefully spark an interest for potential travelers to visit the local airport’s website.
“We are still developing on who to target most, how to target those people,” Fiore said. “That’ll really allow us to elaborate on a hyper-targeted message versus just an awareness message.”
During the second phase of the rebranding process, Anyone Collective purchased ads that would pop up as people browsed the Internet as well as Facebook ads. The firm also purchased ads in Southwest Airlines’ magazine and the L.A. Weekly and S.F. Weekly magazines to promote the Burbank airport.
However, Fiore said the third phase will have a larger scope and involve purchasing more digital and print ads, collaborations with other businesses and video advertising.
anthonyclark.carpio@latimes.com
Twitter: @acocarpio
