OREANDA-NEWS. May 15, 2014. Los Angeles World Airports (LAWA) has launched a new public outreach campaign to inspire and inform LAX travelers and nearby residential communities about the multi-year, multi-billion dollar modernization program underway at the airport.

Themed LAX is Happening, the campaign features new resources, tools and tips to help the public navigate anticipated traffic impacts and airport construction-related closures over the coming years.

"Los Angeles is a world-class city that deserves a first-class airport, and we want the world to know what we’re doing to make that happen,” said Los Angeles Mayor Eric Garcetti. “Because of Los Angeles’ importance as an international travel destination and economic hub, it’s critical that we keep the public informed about LAX improvements and any inconveniences that might bring about.”

“LAX is Happening goes beyond the typical airport ‘pardon our dust’ campaign. While we’ll be informing the public about potential impacts and providing them resources to plan ahead, we’ll also be communicating our vision for LAX and getting the public excited about all that’s happening with our modernization efforts,” said Gina Marie Lindsey, executive director of LAWA.

Using visually memorable and colorful icons throughout, the personable, humorous campaign features a new one-stop splash website – www.LAXisHappening.com – to help guide and connect visitors to information. The new site includes real-time LAX traffic and road closure maps; “insider” traffic tips and shortcut videos; information on the planned LAX upgrades, including new dining and retail options; direct access to the airport’s @FlyLAXAirport Twitter feed updates; as well as links to project fact sheets and other easy-to-access updates. Using responsive design technology, the site is optimized for desktop, tablet and mobile usage to help on-the-go travelers stay connected and plan ahead from any device. Icons used throughout the site and campaign also translate universally for the millions of international travelers coming through LAX each year.

Smart and informative videos will be used to bring the campaign and its messages to life, and provide passengers visually helpful resources for navigating the airport.

Two videos feature the “LAX Tipster,” a savvy frequent LAX flyer who provides lesser known “insider” tips for getting around anticipated airport construction and traffic. Four other videos challenge two business travelers to compete against one another on a secret assignment, getting to LAX first using the most efficient route. Featuring graphic maps with highlighted routes termed “The Slip,” “The Side Door,” “The Split” and “The Shuffle,” these LAX shortcuts provide passengers often lesser-traveled alternatives in and out LAX. Another video, called the “Chef Runway,” highlights the many new chef-inspired and locally representative eateries at LAX, while the “Fashion Runway” video focuses on the many new upscale retail stores now available at LAX.

Videos will be promoted via a robust and targeted digital online ad campaign, as well as distributed through LAX’s social media channels and featured on www.LAXisHappening.com. The campaign will also utilize outdoor billboards and wild postings; ads on buses traveling in and around LAX, as well as through the Westside; radio traffic report sponsorships; editorial opportunities; and campaign information and traffic tip distribution via the airport’s social media channels.

Major LAX modernization projects currently planned or underway include construction of a secured T4 Connector between Terminal 4 and the new USD 1.9 billion Tom Bradley International Terminal; a USD118 million Curbside Appeal Project, which will provide a new, dramatically upgraded exterior in the Central Terminal Area (CTA) loop; a number of new traffic safety and roadway improvements, including a second level (departures level) retrofit; new inline baggage handling and screening systems; new escalators, elevators and moving walkways; demolition and completion of a new Central Utility Plant to more efficiently heat and cool all airport locations; more terminal charging stations; as well as renovations and upgrades in terminals at LAX.

All modernization enhancements are part of the ongoing multi-billion dollar Development Program, which is funded by operating revenues, capital improvement program funds, fees from airlines, passenger facilities charges and airport revenue bond proceeds. No money from the Los Angeles City General Fund will be used for modernization improvements.