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Phelps creates integrated campaign to help travelers navigate LAX modernization construction

'LAX is Happening' informs through icon-driven, friendly messaging.

SANTA MONICA, CALIF. - 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.

"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 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.
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