Los Angeles World Airports has launched an in-terminal passenger communications effort at Los Angeles International (LAX).
The “Reflections” campaign features a series of airport stakeholders (travelers, police officer, pilot, construction worker) with reflective surfaces such as sunglasses, windows and binoculars. The “future” of LAX is reflected in the various surfaces. The effort comes after the January launch of LAneXt(TM), a public education outreach program, which aims to inform and educate the public about the more than $4B in construction under way at the airport. The new Reflections campaign will bring that message to travelers.
LAX customer service workers wear buttons that read “Ask Me About LAneXt…” as a way of encouraging travelers to learn about upcoming improvements to the airport. The buttons have quick response codes that passengers can scan with their smart phones and be directed to www.la-next.com, where they can learn more about the improvements. Luggage tags bearing the LAneXt(TM) logo were distributed on the arrival and departure levels of Terminal 1.
The biggest component of the LAneXt(TM) program is the $1.7B new Tom Bradley International Terminal, slated to open in 2013. It will have 18 gates, nine of which will be able to handle larger, new-generation aircraft, and includes $600M in direct improvements to passenger safety and security and 150,000 sq. ft. of new retail and dining options, as well as other amenities.
“We are excited about the improvements happening at the airport, and we want to make sure everyone knows about it, especially passengers who are most impacted by the construction,” says LAWA Executive Director Gina Marie Lindsey. “The new ‘Reflections’ campaign ‘reflects’ what is yet to come, allowing our passengers to join in the excitement of the future, while tolerating the inconveniences of today. LAX will be safer, more convenient and more energy efficient – all of which will greatly improve the airport experience for travelers.”
