• by Fern Siegel , January 2, 2025

Revamped LaGuardia Airport is adding a new element to Terminal B, which houses houses Air Canada, American, Frontier, JetBlue, Southwest and United.

Ad agency Girardville Miners' Cooperative created a brand character — Terminal Bee — appearing in airport media, social media and online (laguardiaB.com). The bee, which helps passengers navigate the airport, debuted during the holiday season, but will enjoy wardrobe updates and messaging throughout the year.

The concept was brought to life by Danger Pigeon Studios.

“This has been an amazing opportunity to bring the Terminal B brand to life through a character that’s a fellow traveler, terminal ambassador and friendly face that can take the stress out of any situation with a helpful hint, a point in the right direction, and some timely words of wisdom,” said Brian Flatow, president, Miners’ Cooperative.

The work is part of a six-year AOR relationship between LaGuardia Gateway Partners (LGP), the private manager and developer of LaGuardia Terminal B, and Girardville Miners’ Cooperative.

Since the start of the terminal’s transformation in 2016, Miners' Cooperative has developed and produced branding and communications. The Terminal Bee character, and mantra, “Take it Beezy,” underscore that effort.

Girardville Miners’ Cooperative's client work includes Wipro FullStride, Legends from Europe, Game Up and West Elm.