Business & Economy

Burbank's Bob Hope Airport launches $150,000 marketing campaign

The Bob Hope Airport in Burbank on Dec. 17, 2003.
The Bob Hope Airport in Burbank on Dec. 17, 2003.
Frazer Harrison/Getty Images

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Bob Hope Airport is launching a $150,000 marketing campaign to encourage more people from the San Fernando and Santa Clarita Valleys to fly out of Burbank.

The airport lost service from American Airlines earlier this year and has struggled to gain more passengers. The number of paid travelers in September dropped 10 percent, to 324,716 travelers, compared to a year ago, according to the airport’s website.

Part of the issue is that 80 percent of Bob Hope Airport’s customers fluctuate from flying out of Burbank and the Los Angeles International Airport (LAX).

“This program is slated to remind San Fernando Valley and North County residents that the Burbank Bob Hope Airport is ‘their’ local airport that they should use whenever they make travel plans,” said Airport Executive Director Dan Feger.

The six-month marketing campaign is the airport’s largest since the early to mid-90’s, said Bob Hope Airport spokesman Victor Gill. It will involve TV, newspaper and radio ads, as well as billboards and airport tours for civic leaders and travel groups. The slogan of the campaign is “Close. Convenient. Comfortable.”

LAX did not return a request for comment.