AIRPORT READIES BIG WELCOME FOR UNITED.

Byline: JIM SKEEN

Staff Writer

PALMDALE -- Los Angeles and Palmdale officials say the first step in getting the L.A./Palmdale Regional Airport ready for the June 7 start of flights to San Francisco is to let people know the airport even exists.

To support the targeted launch of United Airlines' Palmdale service, Los Angeles World Airports is planning a $537,000 marketing blitz. The campaign will be intense and unlike any ever undertaken for the airport and is being supported by the city of Palmdale and Los Angeles County.

"One of the big things is making people aware that it's going to start," said Kim Ellis, assistant airport manager. "The marketing effort is the first thing people will see."

The campaign will target an audience between Ridgecrest and the Santa Clarita Valley and between Gorman and the west edges of San Bernardino County.

LAWA is planning to reach out to potential travelers through a mix of traditional advertising -- TV, radio, newspaper -- and newer and nontraditional advertising, such as Web sites and ads on parking space stripes.

The marketing will include what LAWA and its public relations consultants refer to as "guerrilla media." That includes the parking stripe advertisements, ads on mini airline peanut bags that will be given away at events or sent through direct mailings, and gas pump tops.

LAWA is also planning to partner with the Lancaster JetHawks, a minor league baseball affiliate of the Boston Red Sox. LAWA will be running ads during game broadcasts and is sponsoring the team's opening home game April 5 and its post-game fireworks display.

LAWA representatives also plan to be at Lancaster's annual California Poppy Festival in April to hand out information and answer questions. The event draws about 60,000 people each year.

The city of Palmdale will be assisting with its own advertising to support the airport, including mentions of the airline service on the city's Channel 27 cable station, the city's Web site and in city newsletters, said city spokeswoman Barbara LaFatta.

Marketing efforts will tout the airport's ease of access and free parking, said Danny Roberts, who heads up Palmdale's economic development efforts.

"It will be convenient," he said. "Once people start seeing that, not only will United increase flights and go to other destinations, the JetBlues and Southwests of the world will be taking a look at us."

Passengers using the airport will be able to park within a few feet of the terminal. With the service using regional jets with 50 seats, baggage check-in and security screening should also go much faster than navigating the crowds at Los Angeles International Airport, Palmdale officials say.

"If you have an 8 a.m. flight out of LAX, you better be rolling out of here by 4 a.m.," Roberts said. "At Palmdale, you can come in 30 minutes before."

The effort that landed United and is supporting the start of operations is being called the region's best to date to finally establish airline service in Palmdale after years of false starts. It includes an incentive package valued at $4.6 million, with approximately $2 million in funding to underwrite losses incurred by United's service.

"We want to make sure we get it right this time," Roberts said.

United's service is guaranteed for a minimum of 18 months. The incentive program runs for three years.

Palmdale Mayor Jim Ledford said it will ultimately be up to the community whether United continues beyond three years.

"We have an opportunity to support the service -- support it to a level that hopefully will get a competitor to want to come into the airport," Ledford said. "It's a case of use it or lose it. We want to use it."

Although there haven't been operations at the Palmdale terminal since Scenic Airlines pulled out over a year ago, the facility is better prepared now. LAWA is planning some improvements, including upgrading the terminal's lighting, and is doing primarily cosmetic touch-ups, Ellis said.

And the Transportation Security Administration will be upgrading the terminal's security equipment.

"The level of service here will be the same as any commercial airport, except you won't have the hassle of driving," Ellis said.

Plans call for United to have a morning departure, a midmorning departure and arrival, and an evening arrival. Depending on how United wants to position its aircraft, there is a possibility of a third flight, Ellis said.

Fares have not yet been disclosed.

james.skeen@dailynews

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