AI Powered Marketing

Case studies

LAX Boosts Reach with Targeted Media and Innovation

Overview

Los Angeles International Airport (LAX) embarked on a historic $4.11 billion public works renovation to enhance passenger experience. However, during the multi-year construction process, travelers, employees, and surrounding communities faced significant disruptions, including congestion, closures, and delays. LAX needed a strategic media campaign to improve public sentiment, raise awareness of ongoing improvements, and strengthen customer service efforts.

Campaign Objective

The primary goal of the LAX campaign was to ensure that key audiences remained informed and engaged while navigating the challenges of the airport’s transformation. The campaign aimed to:

1. Increase positive sentiment and awareness of LAX improvements among travelers, employees, and the general public.

2. Communicate ongoing enhancements in air service, security, transportation, environmental initiatives, and passenger services.

3. Strengthen relationships with key stakeholders, including government officials, airlines, the tourism industry, and frequent travelers.

4. Improve the travel experience by providing real-time updates and wayfinding solutions.

Strategy & Execution

With a highly competitive media landscape and limited funds, an efficient, data-driven media plan was executed to maximize impact:

Developed an integrated campaign linking broadcast, out-of-home (OOH), and digital efforts to reach travelers at key touchpoints.

Deployed customized digital billboards along major travel routes and onsite at LAX, tailoring messages based on flight destination (domestic vs. international) and terminal location.

Leveraged data partnerships to refine messaging by airline, traveler type, and trip purpose, ensuring maximum relevancy.

Engaged frequent travelers and industry leaders as brand ambassadors to spread positive messaging through word-of-mouth and social media.

Negotiated the first-ever partnership between an airport and Waze, allowing real-time traffic navigation to ease congestion and improve accessibility during construction.

Results & Impact

Increased Public Awareness

Expanded reach across travelers, employees, and stakeholders, ensuring they remained informed about construction updates and improvements.

Enhanced Travel Experience

The Waze partnership provided travelers with faster, more efficient routes, reducing frustration and improving airport accessibility.

Highly Efficient Media Spend

Despite being outspent 100:1, the strategic campaign maximized budget efficiency and media exposure, delivering impactful results.

Stakeholder Engagement Success

Strengthened relationships with key partners in the travel and tourism industry, airlines, and elected officials.

Optimized Budget Efficiency: A well-crafted media strategy successfully competed against significantly higher-spending campaigns.
Personalized Messaging: Using terminal-specific and flight-based targeting ensured the right message reached the right audience at the right time.
Strategic Partnerships Drive Innovation: The Waze collaboration set a new standard for airport travel assistance, enhancing both convenience and public perception.
Scalability & Future Growth: The success of this campaign provides a model for future infrastructure projects that require strategic public communication and engagement.