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Burbank's Airport Gets A Terrible New Name
The pretty-freakin'-convenient Bob Hope Airport in Burbank (Photo by Karol Franks via the LAist Featured Photos pool on Flickr)
Burbank's Bob Hope Airport has a new name, and the people in charge have somehow decided to go with one of the four terrible suggestions that were proposed over a month ago.On Tuesday, the Burbank-Glendale-Pasadena Airport Authority announced they had chosen the name "Hollywood Burbank Airport." Technically, the airport will officially remain Bob Hope Airport, but KTLA reports that the terrible new name will be used as a "marketing brand identity."
The airport has gone through at least six name changes since it opened in 1930. In fact, the airport was previously named Hollywood-Burbank Airport from 1967 to 1978.
"We believe the Hollywood Burbank branding identity will let passengers know that they have more than one airport choice when they fly into the Los Angeles Basin," Burbank-Glendale-Pasadena Airport Authority President Frank Quintero said in a statement to CBS Los Angeles. "The city of Burbank is known as the media capital of the world [sic] and we want to promote its proximity to popular centers of entertainment."
Passenger numbers at Burbank's airport have been dropping in the last few years, and airport officials hope the rebranding will help the "airport's recognition with people east of the Rocky Mountains."
In embarking on the rebranding campaign, officials enlisted the help of the South Pasadena-based marketing group Anyone Collective, who coined "Hollywood Burbank Airport," along with the unused suggestions of "Burbank Hollywood Airport," "Burbank Los Angeles Airport" and "Los Angeles Burbank Airport." That's right, a marketing agency was paid to come up with those names.
According to KTLA, the new moniker will also come with a new logo. Can't wait to see what they come up with.
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