Lenovo's LAX exhibit.

Lenovo Group LTD, the biggest personal computer company in China, has assembled a yearlong advertising campaign at Los Angeles International Airport.

Called "The Hollywood Network," the campaign consists of nine large backlit exhibits in the arrival sections of LAX terminals. Each display has a 57-inch high-definition TV screen showing video about how Lenovo scientists create better PCs.

"Business audiences are becoming increasingly difficult to reach via traditional media, making airports a more highly considered medium for impacting this target," said Jo Zmood, business development director at Aviator, the media agency for Lenovo. "The Hollywood Network is ideal for Lenovo as it demonstrates the same core values as the brand-breakthrough innovation and design."

The network will reach about 30 million incoming travelers per year to LAX. "While a household name in countries such as China and India, Lenovo is nonetheless the new guy on the block in the United States. Airport advertising will allow us to quickly establish our brand, especially among our principal target of business travelers," said Glen Gilbert, vice-president of marketing at Lenovo.

Staff reporter Joel Russell can be reached at [e-mail], or at [phone], ext. 237.