Bob Hope Airport Adopts New Nickname: 'Hollywood Burbank Airport'

BURBANK (CBSLA.com) — Bob Hope Airport has adopted a new nickname: "Hollywood Burbank Airport."

The name was picked by the Burbank-Glendale-Pasadena Airport Authority in the hopes of drumming up some new business, particularly among fliers from east of the Rocky Mountains. The airport's legal name will remain "Bob Hope Airport."

"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. "The city of Burbank is known as the media capital of the world and we want to promote its proximity to popular centers of entertainment."

In January, the airport authority hired Anyone Collective LLC, a brand management firm, to conduct research and develop a "brand identity that would more strongly identify the airport's geographic location."

The firm interviewed and surveyed airport commissioners, airport staff, local residents and people passing through the airport.

The airport was known as the "Burbank-Glendale-Pasadena Airport" until 2003, when it was dedicated to the late actor who died that year.