HISTORY

Hollywood Burbank Airport (BUR) is a public airport a few miles north of downtown Burbank, California, that serves the Greater Los Angeles area. The airport opened as United Airport at its current location Memorial Day weekend of 1930. At the time, it was the largest commercial airport in the Los Angeles area. It was renamed Union Air Terminal in 1934, Lockheed Air Terminal in 1940, Hollywood-Burbank Airport in 1967, Burbank-Glendale-Pasadena Airport in 1978.

In November 2003, the Burbank-Glendale-Pasadena Airport Authority renamed the facility Bob Hope Airport in honor of comedian Bob Hope, a nearby resident who had died earlier that year.

Following feedback from its seven-member airlines that passengers didn’t know where Bob Hope Airport was located, the airport authority commissioners agreed in 2016 to rebrand and rename with a geographical identifier so that passengers, especially those east of the Rocky Mountains, would know they could fly to the local airport instead of other Southern California airports. “Hollywood” is internationally known as a part of the Greater Los Angeles area and is a very powerful brand of its own.

Hollywood Burbank Airport values its reputation as a small, friendly, convenient airport.

Sources: HollywoodBurbankAirport.com, Wikipedia, LA Times

COMPETITIVE ANALYSIS

Hollywood Burbank Airport (BUR) has one primary competitor—Los Angeles International Airport (LAX)—and several secondary competitors, including Ontario International Airport (Ontario, California), John Wayne Airport (Orange County, California), and Long Beach Airport (Long Beach, California).

LAX is the world’s third busiest airport. It boasts seven terminals and serves nearly 90 million passengers per year, 24/7. This gives LAX the advantage of hosting nearly every airline and offering direct flights all over the world, multiple times each day. Flights through LAX are usually cheaper than nearby airports.

Yet Hollywood Burbank Airport’s appeal lies in its polar opposite nature from LAX. It is small, requiring little time or effort to get from check-in to the gates, an attractive feature for those who are intimidated by its giant neighbor. In addition, BUR is the only airport with a direct rail connection to Downtown Los Angeles. With commute times and rental car prices off the charts in the southland, this feature keeps cash in customers’ pockets.

TARGET MARKET

Hollywood Burbank Airport, like its competitors, serves anyone traveling to or from the Greater Los Angeles area.

Persona 1: Aresh Morris is a producer for Shondaland who has won several awards for his work in television. He is also an environmental activist who takes advantage of mid-season production breaks to work on documentary projects. He recently started a clothing brand that donates a portion of its profits to organizations that protect wildlife. Morris’s parents are industry long-haulers; his mother is an actor and his dad owns a successful production company. Aresh is a busy man and his office is in Burbank, less than four miles from the Hollywood Burbank Airport. He doesn’t have time for traffic jams on I-405 or I-10 on the way to the set or the office. He wants to be in, out, and on the road with as little interruption in his ongoing workflow as possible.

Persona 2: Silvia Flores, a stay-at-home mom from Salina, Kansas, has always wanted to visit Los Angeles. She recently found herself the lucky recipient of a pair of tickets to be in the studio audience for a taping of Ellen. Because Silvia doesn’t want to rent a car in the big city, she opts to fly into BUR, which is close to the Warner Brothers lot where Ellen films, and take an Uber to the studio. She is dazzled and star-struck by all the glamour of Hollywood and had her nails dipped and hair clipped just for the trip. Silvia has such a great time on her trip that returns home, vowing to return with her three kids to visit the theme parks soon.

Persona 3: Sally Butler lives in nearby Thousand Oaks. She’s an active 60-something single woman who volunteers on location with FEMA and the Red Cross to organize supplies in disaster zones. As a result, she travels almost monthly. She dislikes the fuss of getting to LAX, though she will if she has to. She prefers the simplicity of BUR and likes that it is just three miles from IKEA, so she can easily stop in to pick up decor items for her event planning side gig on the way to or from the airport. When her grandkids fly in to visit from Alabama, she always routes them through BUR so they can easily find their way to baggage claim.

STATIC MOOD BOARD

To begin the rebrand, a mood board helps set the tone. The red carpet and yellow/gold spotlight evoke Hollywood and Southern California vibes.

DYNAMIC MOOD BOARD

And a dynamic mood board (video) brings the images to life.

PRINT BRAND BOOK

Finally, the new logo specs are showcased in this brand book.