Transcript Branding for Bob Hope Airport

Branding for Bob Hope Airport
History of Bob Hope Airport Names
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United Airport: 1930-1934
Union Air Terminal: 1934-1940
Lockheed Air Terminal: 1940-1967
Hollywood-Burbank Airport: 1967-1978
Burbank-Glendale-Pasadena Airport: 19782003
• Bob Hope Airport: 2003-Present
– Referred to as “Burbank Bob Hope Airport” in
marketing materials since 2012
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History of Bob Hope Airport Names
• United Airport: 1930-1934
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History of Bob Hope Airport Names
• Union Air Terminal: 1934-1940
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History of Bob Hope Airport Names
• Lockheed Air Terminal: 1940-1967
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History of Bob Hope Airport Names
• Hollywood-Burbank Airport: 1967-1978
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History of Bob Hope Airport Names
• Burbank-Glendale-Pasadena Airport: 1978-2003
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History of Bob Hope Airport Names
• Burbank-Glendale-Pasadena Airport: 1978-2003
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History of Bob Hope Airport Names
• Bob Hope Airport: 2003-Present
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History of Bob Hope Airport Names
• Burbank Bob Hope Airport marketing: 2012
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Airports and Branding: Examples
• Norman Y.
Mineta San José
International
Airport
– Referred to in
marketing
materials as “San
Jose Airport” and
“SJC,” including
on website/social
media
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Airports and Branding: Examples
• Louis Armstrong New Orleans International Airport
– Refers to New Orleans in first instance; Armstrong
International, New Orleans International also used
• John Wayne Airport
– Uses John Wayne but includes “Orange County” in all its
marketing materials, including website and social media
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Airports and Branding: Examples
• Reno-Tahoe International
Airport
– Originally called Cannon
International
– Renamed Reno-Cannon
International
– Now known as RenoTahoe International
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Airports and Branding: Examples
• Reno-Tahoe International
Airport
– Originally called Cannon
International
– Renamed Reno-Cannon
International
– Now known as RenoTahoe International
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“Hollywood-Burbank” Brand
• Geographic brand names include:
– Hollywood-Burbank Airport
– Burbank-Hollywood Airport
• Variation offered by Hope family representative:
Hollywood-Burbank Bob Hope Airport
• Would be used for branding/marketing
– Would not replace official Bob Hope Airport name
• Airlines support geographic brand name
• Precedent with 1967 official Airport name
– Airlines petitioned Lockheed for name change
• Under consideration: engaging branding consultant
with consensus of the Tri-Cities and the Authority
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