Fort Lauderdale-Hollywood International Airport How to celebrate progress while changing traveler behaviorAs 100,000 people and thousands of vehicles navigate the airport on any given day, pedestrian safety among the congestion became a major concern. Infrastructure updates and a communication plan were needed to change people’s behavior, in order to support years of future airport growth to come. FLL and Starmark have launched a comprehensive new communications campaign, along with upgraded airport brand identity, to spread the word throughout South Florida about major safety upgrades every visitor will experience on their next visit. Updates include new pedestrian crosswalk signal systems on Level 1; ADA ramps, overhead lighting and larger curbside passenger waiting areas; and new signal systems, ad signs and pavement markings to help vehicles move through safer and more efficiently.
The ChallengeWhile these new upgrades help travelers reach their destination with less congestion, they also change the way drivers and pedestrians are used to navigating the airport. FLL needed a strong communications program targeted to passengers, visitors, employees, vendors and locals that:
- Share positive messages about the safety upgrades underway
- Alert visitors regarding what to expect during their next visit
- Change current driver and pedestrian behavior