Los Angeles International Airport (LAX) is undergoing a major makeover. And Independent agency Phelps has designed a campaign to help travelers cope with the disruptions, relocated services and general confusion that’s expected over the five-year term of the multibillion project.
The "LAX is Happening" campaign includes traffic radio sponsorships, out-of-home billboards around the airport, bus ads, as well as postings and signage throughout the airport. Media was coordinated by AdEase.
Eight videos, produced by Nothing Films, with tips and shortcuts are airing online.
The campaign's concept is basic education. LAXisHappening.com provides real-time LAX traffic and road closures, tips and shortcuts, new dining and shopping options and more. It was optimized for desktop, tablet and mobile usage, allowing on-the-go travelers to stay connected and plan ahead from any device.
Digital ads are geotargeted with customized messaging to reach consumers based on geographic location and behaviors.
"The campaign tone is helpful and slightly irreverent," says Tori Young, Brand Strategist at Phelps. "The color palette is bold with pops of color to create a distinct look and feel. Icons that are universally understood were used as part of the simplicity of message for local and international travelers alike."
The Web site has received more than 27,000 unique visits and 42,500 total visits; nearly 37% are return users. Meanwhile, the average time spent on site is more than nine minutes, and 86% of those who see digital ads then go on to visit the Web site.