RE:LAX: Trying to build consumer confidence

As you may know, I recently traveled to Sydney, Australia.  The trip was an experience in itself - beautiful beaches, great architecture, constant eye candy - but I digress.  On my departure and return trips, I was ever so blessed to have a layover at the Los Angeles International Airport.  After exiting my flight, I noticed MAJOR renovation.  Seeing boarded, raw areas was somewhat unsettling to me.  I'm not sure why, but it did not strike me as an attractive venue to travel.


After walking around for a bit, I began to notice several advertisements for LAX's reconstruction campaign.  One poster read, "RE:LAX - In LA, even airports get facelifts." After chuckling to myself, I thought, "how clever."  It was a great way to reassure patrons in a humorous manner that despite the airport's lackluster appearance, it was still able to provide its services. The play on words RE:LAX was clever because it advises consumers to relax before they know why they should calm down, as well as reinforces the REinvention and REnewal of this facility.

This is a great effort by LAX to reinforce the ideals and stereotypes associated with Los Angeles - aesthetically pleasing and well-sculpted, among other descriptive words - with style and class.  I think the marketing communication professionals that have created this campaign have reassured their cranky, jetlagged travelers to believe in their facility and its services. So, hats off to you.  You have reinforced your positioning despite the open ceilings and freshly caulked drywall in one of your concourses.

Marshalls LOVES its Shoes

As a graduate student, it is tough to maintain a fashion sense with a tight budget. There have been several times that I visited specific or department stores to get fashionable times for a considerable price. When times are tough, however, and I have to be social and do the unthinkable - I visit Marshalls.

Although many of their items are last season, tough times call for tough measures and a bit of creativity. One beautiful fall day, I was walking along Newbury Street in Boston having lunch.  Gazing at several different landscapes, I noticed models walking along the street with shoes on top of serving trays and a burly man in a shoe-shaped car. I chuckled and thought to myself, "Is that is good tactic?"  Please help me gain some insight in their decision-making.

The Shoe Car before it broke down

Mobile USPS

Have you ever had a bill or letter that you needed to mail out but had NO stamps? And it was inconvenient to visit your local post office?  Well, USPS Boston has created mobile stations in pedestrian heavy areas to bring services to consumers.  How could this be beneficial to USPS? Harmful, at all?

Salon Reinvented

One day, I was walking around a Providence, Rhode Island neighborhood, when I saw this very interesting sign for a salon.  It was non-traditional, funky, but caught my eye.  Do you think this would convince you to want to use their services?

BiC invades South Station

After arriving at South Station in Boston, Massachusetts, I saw BiC doing a promotion inside the terminal.  In addition to giving away samples and coupons, they involved patrons in a giant version of a crossword puzzle to potentially win prizes.  What do you think? Effective? Ineffective? Please share your thoughts!