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Hollywood Burbank Airport receives multiple awards for marketing

Hollywood Burbank Airport receives multiple awards for marketing
Hollywood Burbank Airport received multiple awards during the Airports Council International-North America's Excellence in Airport Marketing, Communications, and Customer Service Awards gala in November. (File Photo)

Hollywood Burbank Airport and branding firm Anyone Collective received top marketing honors during a recent airport industry gala, recognizing a multiyear campaign to make the airfield more successful.

During a meeting of the Burbank-Glendale-Pasadena Airport Authority last week, members from the South Pasadena-based marketing agency presented commissioners with the five awards the airport received during the Airports Council International-North America’s Excellence in Airport Marketing, Communications and Customer Service Awards held in November.

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The local airfield received awards for best brand identity, digital advertising, print communications, overall marketing programs and the Peggy G. Hereford Award, the highest recognition the Airports Council International-North America gives to airports.

Michael Fiore, co-founder of Anyone Collective, said the day after the meeting that all of the awards are significant to him because they are voted on by officials from the different airports in the region and not by a panel of judges.

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Furthermore, Fiore said all of the commendations signify to him and Hollywood Burbank officials that the past four years of rebranding the airport haven’t been for naught.

“These awards show that we’ve been able to reach the audiences that we wouldn’t have otherwise due to our marketing,” he said. “They showed that the work and the investment that the airport has made is going in the right direction.”

Anyone Collective was hired by the airport authority to help the airfield attract travelers from east of the Colorado Rockies back in 2015.

Although the legal name of the airport is still Bob Hope Airport, airfield officials decided to go with the branding firm’s recommendation to adopt Hollywood Burbank Airport as its branding name, which officials adopted in 2016.

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Since then, Anyone Collective has helped airport officials create a new logo and design guidelines as well as launch an aggressive campaign to attract more travelers to use Hollywood Burbank instead of other area airports.

Hollywood Burbank has seen its passenger counts grow at healthy rates over the last three years, and, while Fiore said he and his team can’t take all the credit, he thinks their work helped put the airport on many travelers’ radars.

“We’re extremely grateful to have been selected four years ago, and we’re extremely grateful for the airport staff and commission for believing in something that was very new to them,” Fiore said. “They had to take chances and spend money that they weren’t used to on advertising, so we want to say thank you to them for believing in us.”

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