The Burbank-Glendale-Pasadena Airport Authority selected “Hollywood Burbank Airport” as the new brand identity for Burbank’s Bob Hope Airport, the agency announced Tuesday.

While the legal name of the San Fernando Valley’s only commercial airfield remains Bob Hope Airport, Hollywood Burbank Airport will be used in marketing for visitors, particularly those east of the Rocky Mountains.

Authority President Frank Quintero said the new branding identity lets visitors know they have another option when flying to Los Angeles.

“The city of Burbank is known as the media capital of the world and we want to promote its proximity to popular centers of entertainment,” Quintero said in a prepared statement.

The new name was among several presented to the authority by Anyone Collective LLC, a South Pasadena brand management and creative services agency hired last year. In coming up with the name, the company interviewed and surveyed authority commissioners, airport staff, community members and frequent travelers from east of the Rocky Mountains and researched search engine optimization returns for potential brand identities.

The new branding identity will include a new logo and marketing materials.