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Bob Hope Airport ad plan gets poor review

Commissioners express dismay about campaign touting Burbank.

April 24, 2012|By Maria Hsin, maria.hsin@latimes.com

Commissioner Susan Georgino, who represents Burbank, said she wasn’t certain there was enough time to “imprint” in the traveler that when they come to Southern California, they should choose to fly to or from Burbank. She added that ads touting location might be able to imprint quicker.

The majority the funding for the $445,200-campaign — $290,500 — will be directed to online media on travel sites, including Travelocity and Orbitz.

Funding for the ad campaign comes from the airport authority’s reserves and is not budgeted, said Dan Feger, the airport’s executive director.

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Feger also said the message of the ads should be clear.

“We hear you,” Feger said. “Initially the intent was to capture summer travelers … I suggest we not start this campaign until you’re comfortable that we’re sending out the right message.

“I don’t want to waste money. This is not the time to waste money. We’re doing everything we can to live within our means because our passenger traffic is down — by the same token, we should do everything we can to stimulate our numbers,” Feger said.

Airport officials are scheduled to discuss the campaign again on May 7.

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