LONG BEACH AIRPORT
Converting Skeptics: An Airport Messaging Strategy
Building a successful Airport expansion messaging strategy alongside a 95th Anniversary Campaign.
MISSION
The Long Beach Airport is a revered institution for its size and ease of travel so any time an expansion is mentioned, vocal detractors come out of the woodwork. LGB hired Commune to develop a community engagement strategy that would effectively message the expansion, turning antagonists into advocates.
METHOD
Commune undertook a robust community engagement strategy that included hosting community workshops with supporters and detractors to uncover concerns and ensure concerned citizens knew Airport leadership was listening.
MAGIC
The resulting messaging strategy provided a roadmap for LGB representatives to community internally and externally, ultimately limiting distraction and negativity which was most often rooted in misunderstanding. In turn, the project has rolled out successfully at each stage, becoming one of the crown jewel projects of the Long Beach Airport and City of Long Beach leadership who ultimately decided to enhance the announcements by featuring them in the 95th Anniversary campaign and collateral (also produced by us).
A FRESH SYSTEM
We created a fresh, scalable and own-able 95th anniversary campaign system that covered a vast range of collateral and installation scenarios.
