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SITUATION
There was a time when air travel was an experience filled with excitement and sophistication. But in recent years, a visit to many major U.S. ic airports has become akin to standing in line at a big-box chain store.
Aging airport terminals are inefficient, unhappy places to begin or end a trip. Such was the case at Los Angeles International Airport (LAX), which was ranked one of the worst airports for international travelers.
Renowned airport design firm Fentress Architects was leading the effort in Los Angeles and other major U.S. cities to transform outdated airport terminals into places that inspire the imagination. To build awareness for this effort, the Denver-based architectural firm created the “Now Boarding: Fentress Airports and the Architecture of Flight” exhibition to examine the past, present and future of airport design.
When Fentress brought “Now Boarding” to Los Angeles, the firm retained ExcelPR Group to promote the exhibition and build anticipation for the soon-to-be-unveiled LAX International Terminal expansion.
Challenges included: 1) general ambivalence (even hostility) among the public and local media towards L.A.’s aging airport, 2) a relatively unknown exhibition venue (the Museum of Flying in Santa Monica) and 3) an out-of-town spokesperson (architect Curtis Fentress) with limited time for media interviews.
OBJECTIVES
- Build positive awareness and drive attendance to the “Now Boarding” exhibition.
- Position Fentress Architects and its airport designs as “high art” helping revive the romance of air travel.
- Build excitement and positive word-of-mouth for the new Fentress-designed International Terminal expansion at LAX.
EXECUTION
Media Relations — ExcelPR developed a timely local angle by focusing on the changes underway at LAX terminal and the exhibition’s impressive 24-foot scale model of the still under construction Tom Bradley International Terminal expansion. Broader issues and trends – from the dismal state of U.S. airports to post-9/11 security – were also integrated into story pitches.
Outreach began six weeks prior to launch at the annual L.A. Times Travel Expo, where the ExcelPR team provided preliminary “Now Boarding” information (“guerilla style”) to attending media.
Local TV morning shows were then targeted for live previews of the exhibition and a “sneak peek” of the new LAX terminal design, months before it was set to open. Other media targets included local travel, parenting and lifestyle bloggers, whose coverage would help sustain interest in the exhibition over its duration. ExcelPR also planned an extensive Los Angeles Times feature to precede the exhibition’s launch and spur interest by other local media outlets.
On-Site Influencer Events – In addition to a media preview and VIP reception, ExcelPR arranged several on-site influencer events with the exhibition serving as venue. These included “Now Boarding” field trips with local architecture/design student organizations, as well as panel/networking events for Social Media Club – Los Angeles (SMCLA) and the Public Relations Society of America – Los Angeles Chapter (PRSA-LA).
Social Media and Influencer Word-of-Mouth – Given the exhibition venue’s minimal in-house marketing and online presence, ExcelPR fortified the social media effort by enlisting online influencers with large local followings.
RESULTS
Results of the multi-faceted campaign could be measured quantitatively — in terms of media coverage, social media reach/engagement and exhibition attendance, as well as qualitatively — in terms of positive word-of-mouth about the exhibition and the new Fentress-designed LAX terminal.
Media coverage began with an in-depth preview story in the Los Angeles Times, followed by a series of live reports (and package stories) by both major local morning TV news programs reporting live from the exhibition. Numerous additional stories also appeared in local broadcast, print and online media outlets.
The social media/word-of-mouth effort began with posts by influencers attending the VIP opening reception, which alone generated more than 1.2 million social media impressions with the “#NowBoarding” hashtag. Online engagement was enhanced via additional influencer events held at the exhibition venue. Substantial news coverage and social media activity helped the “Now Boarding” exhibition far exceed attendance projections. It also built anticipation for the still-under-construction LAX terminal, while elevating Fentress Architects’ profile and appreciation for its role in the landmark project.
