What's Happening in Burbank, CA…

Marketing strategists for Burbank’s airport are considering a new way for the airport to identify itself in hopes of gaining more fliers.

Officials at the Bob Hope Airport are toying with the idea of changing how the airport self-identifies itself. Early in July, an idea was floated that the name Los Angeles Burbank Airport should be used. No one is suggesting a legal name change, but travelers, instead of being welcomed by the public address system to the ‘Burbank Bob Hope Airport’, would instead hear the ‘Los Angeles Burbank Airport’.

Whether Stationery printers would be engaged to change the airport’s letterhead and Business Cards, or whether the legal name would still be used for those purposes, is unclear.

The idea has met resistance on a number of fronts, including the Hope family, business representatives, residents, and members of the Burbank City Council. Alternative ideas that opponents have suggested include keeping Hope’s name and adding Hollywood to the airport’s descriptive title. None of those who opposed the removal of Hope’s name wanted Los Angeles included in any manner.

Research carried out by Anyone Collective, a company hired to help the airport strengthen its brand, showed that to frequent Flyers from other parts of the country, the airport’s location was often a mystery. The firm asserts that by including the name Los Angeles, fliers will identify the Burbank airport as being a “gateway to the L.A. basin”.Get a Free Quote for Business Cards Get a Free Quote for Flyers Get a Free Quote for Stationery