Media brands have for the past decade extended their brands to airports, whether it’s the CNBC, CNN or Discovery Channel shops or local media brands like New York’s “The Fan” WFAN (660, 101.9), whose sporting goods shop has been at JFK Airport since 2008. Now Univision is taking its brand to the Los Angeles International Airport (LAX).
When the newly-redesigned Terminal 2 opens next year, Univision will have two retail and specialty stores targeting travelers. The shops will feature Univision programming on large media screens. And they’ll sell a wide assortment of products, including those linked with the company’s local Los Angeles stations and national brands. With 5.5 million people passing through the terminal each year, the shops will work as a living brand experience in the top Hispanic market in the country.
EVP of enterprise development Rick Alessandri says it speaks to the company’s growth and its “brand affinity” with Latinos. Univision has had discussions to open other stores at airports in other key Hispanic markets in the U.S.