Best Transportation Integrated Ad Campaign

LAX is the 6th busiest international airport and the 3rd busiest in the U.S., but ranks low on passenger experience. In order to modernize the airport and keep LAX competitive in the global and national markets, Los Angeles World Airports (LAWA) embarked on the largest public works project in the history of Los Angeles with a multi-billion dollar comprehensive renovation.

LAX needed a campaign that could deliver inspirational and informative messages about the improvements to come and help travelers plan ahead for construction inconveniences. LAWA tasked Phelps to communicate the exciting next generation of LAX and execute public outreach education about the upcoming impacts to travelers and the local community.

Online ads shared exciting news of updated amenities, upcoming restaurants and retailers, and modernized terminals, driving visitors to the microsite. The newly developed microsite acted as the main hub of information for LAX visitors and nearby locals, providing information on everything-renovation from breaking news to lane closures (and shortcuts around them) to all the famous local restaurants and shops finally “landing” at LAX. A real-time traffic map and the live LAX Twitter feed provided valuable tools for travelers, helping them understand impacts and plan their timing when coming into the central terminal area of the airport. Online ads and the microsite were deployed together to encourage visitors to learn more about modernization upgrades, construction impacts, and how to plan ahead with LAX’s helpful tips, shortcuts and tools.

Contributors:

VP Account Director:	Tori Young
VP Interactive Production:	Aaron Dubois
Account Coordinator:	Carolyn Chow
Copywriter:	Beau Elwell
Art Director:	Hiroko Suyama
Motion Design Specialist:	Salim Peerally
Website Developer:	Greg Nason
Managing Director Media/ PR for Los Angeles World Airports:	Mary Grady
Public Relations Specialist for Los Angeles World Airports:	Amanda Parsons

PHELPS

Location: United States

About the Agency:

Phelps has delivered fully-integrated messaging and media campaigns for category-leading brands for more than 34 years. Clients include: Panasonic, Public Storage, Whole Foods Market, Dunn-Edwards Paints, Panera Bread, Tahiti Tourisme, Hong Kong Tourism, Los Angeles World Airports, Southern California Gas Company, Learn4Life schools and Natrol Vitamins. As one of the West Coast’s largest independent agencies, Phelps’ purpose is to build brand and generate sales for clients whose products enrich the lives of those who use them. It offers multicultural marketing services through its partnership in PTM, a WMBE certified company, and international capabilities through the ICOM global network of agencies. Visit us at www.phelpsagency.com and follow us at www.facebook.com/PhelpsAgency and @phelps_agency.