Ontario International Airport

A new billboard, part of a marketing campaign by Los Angeles World Airports, has gone up along the 57 Freeway in Pomona. Ontario’s name should be on top, one driver tweeted. (Jennifer Cappuccio Maher — staff photographer)

By Liset Marquez, Inland Valley Daily Bulletin
Posted: 10/14/14, 6:08 PM PDT | Updated: 1 min ago

ONTARIO >> There is growing skepticism about a newly launched billboard campaign meant to promote flights out of LA/Ontario International Airport.

At first glance, the words “14 nonstop cities and 60 daily flights,” in bold white and purple wording catch the public’s attention. Lost in the orange-colored backdrop is the shape of a light gray plane to the right of the words. At the bottom of the ad is a black strip with the words Ontario Airport along with the website flyontario.com.

“I don’t know if I saw this I would know how to interpret this,” said Jenny Darroch, professor of marketing for the Peter F. Drucker and Masatoshi Ito Graduate School of Management in Claremont, “What is the brand? I can’t make sense of it quickly.”

Early reviews showed even the public is not impressed with the design.

“Boring. Ontario should be listed on top so drivers see that first, not listed on the bottom as an afterthought,” said Sean Deyo in a tweet Tuesday afternoon.

Darroch, the author “Marketing Through Turbulent Times,” suggested that LAWA might need to revise the campaign and to figure out their target audience.

“The question Ontario has to ask itself is ‘how are we different from other airports?’ Then they need to celebrate and tell us more about that,” she said.

When Darroch first looked at the ad, she said she was immediately confused by the focus on numbers. Is the agency trying to target the business travelers or leisure travel. Either way, Los Angeles World Airports should play up the strengths of why those numbers are relevant in order for a marketing campaign to have a clear sense of who the target audience is and the goals of the campaign, she said.

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