Phelps Creates Integrated Campaign to Help Travelers Navigate LAX Modernization Construction

SANTA MONICA, Calif., Sept. 22, 2014 /PRNewswire/ -- Phelps, an integrated marketing communications agency, created the recently launched, personable and icon-driven "LAX is Happening" campaign for Los Angeles World Airports. Targeted to frequent travelers and those who live or work near the Los Angeles International Airport (LAX), the campaign strategy was launched to inform travelers about the modernization efforts and related construction. Armed with tools, tips and helpful information, travelers and locals can better navigate their journey to and around LAX, particularly as passenger volume rises and the airport experiences construction-related traffic closures.

Photo - http://photos.prnewswire.com/prnh/20140919/147264
Photo - http://photos.prnewswire.com/prnh/20140919/147265

"The campaign tone is helpful and slightly irreverent. 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," said Tori Young, brand strategist at Phelps. 

Phelps created an informative LAXisHappening.com providing 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.

Tactics include traffic radio sponsorships, outdoor boards around the airport, bus ads, wild postings and signage throughout the airport. Media was coordinated by LAWA partner, AdEase.

Eight informative videos, produced by Nothing Films, with tips and shortcuts were distributed online.

Successful public educational efforts included an airport partner and employee summit, media and blogger outreach, and social media. A social "scavenger hunt" and trivia question program were used to tease and engage travelers about the changes happening at the airport.  

The multi-year, multi-billion dollar modernization at LAX is the largest public works project in Los Angeles' history, using no taxpayer dollars, while creating 40,000 jobs and a $6.89 billion boost to the local economy.  Residents and visitors will benefit from terminal upgrades, new exterior curbside look, more LA-infused retail and dining, roadway improvements and innovative energy upgrades.

To learn more about the LAX is Happening campaign and modernization efforts, please visit www.laxishappening.com, or to view the case study, please visit www.phelpsagency.com/work/los-angeles-world-airports.

About Phelps
Phelps has long been the West Coast's largest independent integrated advertising and PR agency. As a leader in truly integrated marcom, Phelps has a unique organizational model of deploying specialists around the client in self-directed teams, which are inspired and informed by feedback from the entire agency. This model eliminates many inefficiencies and promotes the creation of messaging that speaks with one brand voice. Joe Phelps wrote the book on the subject with the now classic Pyramids are Tombs, used today in some major universities' business schools. Clients include several category-leading national brands: American Licorice Company, Panasonic, Tetra Pak, Public Storage, Whole Foods Market, Dunn-Edwards Paints, Panera Bread, Tahiti Tourisme, Hong Kong Tourism, Los Angeles World Airports, Southern California Gas Company and Tyson Foods. Phelps offers multicultural marketing services and international capabilities through the ICOM network of agencies. Named one of the "Best Places to Work" eight years in a row, Phelps works only for clients whose products enrich the lives of those who use them. It owns the largest commercial solar panel installation in Santa Monica, Calif. http://phelpsagency.com/

Media Contact:
Matthew Burnam
Email
310-752-4400 ext 245

SOURCE Phelps