New Opportunities for High-Impact Advertising in LAX Terminal B

Los Angeles International Airport (LAX) Terminal B, home to the largest volume of international travelers in Southern California, offers an unparalleled setting for high-impact digital advertising. With over 75 million passengers passing through LAX annually, including 22.3 million international travelers in 2023, the international Terminal B provides brands with direct access to a diverse, high-value audience. A new advertising opportunity has emerged on the Landmark, a colossal overhead digital screen in the grand concourse near duty-free and dining- and directly viewable from the nearby premium airport lounges. Once a mixed-use display showing flight departures and travel information, the screen has transitioned to advertising-only content, unlocking premium real estate for brands looking to reach global travelers.

With its prominent placement, eye-catching design, and proximity to luxury retail and dining, the Landmark is a desirable spot for high-profile campaigns. Two recent advertisers, Cathay Pacific and Hoka, have capitalized on this prime location to engage with LAX’s bustling traveler base.

Cathay Pacific: Reclaiming Market Share as Travel to Asia Resurges

Cathay Pacific, aiming to expand its footprint in a highly competitive international travel market, has strategically leveraged the Landmark to raise brand visibility. Currently holding 2% of Terminal B’s traffic, Cathay’s campaign is perfectly timed as travel to Asia rebounds. With international traffic by Asia-Pacific-based airlines up 36% this year vs 2023, the airline seeks to position itself as the top choice for travelers flying to Asia from LAX. 

The goal of the campaign is not just to increase Cathay’s market share but to influence travel decisions at the airport itself. Studies indicate that nearly 1 in 5 travelers are influenced by advertising when deciding to book a trip, making the attention-grabbing Landmark screen an ideal platform for Cathay Pacific to engage with international passengers seeking destinations in Asia.

A New Era of Digital Out-of-Home Advertising at LAX

These two campaigns illustrate how the Landmark screen in LAX Terminal B offers brands an impactful platform to engage with international travelers. Whether the objective is to drive market share, like Cathay Pacific, or build awareness with key consumer groups, like Hoka, the Landmark delivers. With the constant flow of high-spending passengers and the screen’s prominent placement near luxury shopping and dining, it’s clear that the Landmark will continue to be a prized asset for forward-thinking advertisers looking to make a lasting impression.