Marketing, Advertising and Public Relations Services: Business to Business and Business to Consumer February 28, 2013

Transcription

1 Marketing, Advertising and Public Relations Services: Business to Business and Business to Consumer February 28, 2013

2 Marketing, Advertising and Public Relations Services Agenda DFW Airport Overview Two Contracts: Business to Business Marketing with associated Public Relations Projects Marketing to Airline Executives Marketing to Real Estate Developers Business to Consumer Marketing with associated Public Relations Projects Marketing of DFW Airport Parking Marketing of Global Entry Program Marketing of DFW Airport in International Markets 2

3 DFW Airport Overview

4 DFW Airport Overview DFW is the highest capacity airport in the world, with the ability to grow. 24-hour Operations No Slot Constraints No Curfews 7 Runways 5 Terminals 174 Total Gates The only airport in the world capable of 4 simultaneous landings 4

5 DFW Airport Overview Global carriers serving DFW 22 passenger carriers, 17 cargo carriers have made the region 4 th in the U.S. for Fortune 500 headquarter locations.

6 DFW Airport Overview DFW currently has nonstop service to 148 destinations in the U.S., allowing travelers access to every major continental U.S. city within four hours. 6

7 DFW Airport Overview As a pre-eminent, mid-continent hub, DFW has grown to support 50 nonstop international destinations. Lima 7

8 DFW Airport Overview DFW is recognized as the premier inland cargo hub, with international cargo service to 16 major cargo hubs around the world. 8

9 Business to Business Marketing with Associated Public Relations Projects

10 Business to Business Marketing Projects Overview The basic premise for Marketing Services business-to-business marketing efforts is to increase the profile of DFW International Airport and its products and/or services to two primary audiences: Airline executives Real estate development executives The basic premise for Public Relations Services business-to-business efforts is to develop and execute public relations and media relations tactics to support each specific Marketing thrust to the identified audiences above by: expanding communications reach to reinforce the targeted Marketing Services efforts developing and expanding active advocates and influencers of the above listed audiences expanding knowledge and awareness of DFW s reputation and attributes through communication mediums, relationships and opportunities that reach the targeted audiences. 10

11 Business to Business Marketing Projects Marketing to Airline Executives

12 Marketing to Airline Executives Objective: Grow Airline Revenues Position DFW as the preferred and ideal Global Super Hub Attract new and increase existing air service to fly via DFW Target Audience: Airline Senior Executives, Route Planners, and Schedulers Comprehensive Marketing Plan has included: aggressive trade advertising high-end direct mail campaigns; multimedia and online communications; exhibition, sponsorship and attendance at key industry trade shows, the enhancement of DFW s overall brand image to a variety of business audiences. 12

13 Public Relations The associated Public Relations Projects includes, but not limited to: tailored messaging and/or newsletters for targeted audiences, influencers, media and the public developing story angles, story pitching, article writing, press conferences, roundtables placement of 3-4 articles in high value media each quarter social media strategies and tactics identification and utilization of audience influencers and 3 rd party advocates trade show/exhibition/special event media activities and article placement relationship-building community/business outreach activities and events speaking opportunities and placement of DFW speakers at key events of interest to the audiences presentations, scripting, photography, multi-media, interview preparation and press kit development 13

14 Marketing to Airline Executives Advertising and Evaluation Creative Sample: 14

15 Marketing to Airline Executives Direct Mail 15

16 Marketing to Airline Executives Industry Conference Exhibits 16

17 Business to Business Marketing Projects Marketing to Real Estate Developers

18 Marketing to Real Estate Developers Overview Objective: increase non-airline revenues by leasing/developing airport real estate for aviation related users and concurrent commercial development. Target Audience: corporate real estate agents, site selectors, land developers Comprehensive Marketing Plan has included: aggressive advertising and market evaluations direct mail campaigns; multimedia and online communications; exhibition, sponsorship and attendance at key industry trade shows, the enhancement of DFW s overall brand image to a variety of business audiences. 18

19 Public Relations Comprehensive Public Relations Plan includes, but not limited to: tailored messaging and/or newsletters for targeted audiences, influencers, media and the public developing story angles, story pitching, article writing, press conferences, roundtables placement of 3-4 articles in high value media each quarter social media strategies and tactics identification and utilization of audience influencers and 3 rd party advocates trade show/exhibition/special event media activities and article placement relationship-building community/business outreach activities and events speaking opportunities and placement of DFW speakers at key events of interest to the audiences presentations, scripting, photography, multi-media, interview preparation and press kit development 19

20 Marketing to Real Estate Developers Creative Samples 20

21 Business to Consumer Marketing Projects

22 Business to Consumer Marketing Projects Overview The basic premise for Marketing Services business-to-consumer marketing efforts is to increase customer loyalty and create awareness of DFW International Airport and its products and/or services in order to increase revenues. The basic premise for Public Affairs aligned efforts is to increase the effectiveness of the Marketing Services projects and campaigns for the business-to-consumer market by developing and executing an aligned Public Relations plan that will: showcase Marketing initiatives in and with key media outlets identified in the Marketing plan increase and influence consumer audiences receptivity and/or affinity for doing business with DFW Airport through credible media exposure in print, over the air, online or events leverage the Marketing plan develop awareness, advocacy and outreach plans with key consumer stakeholder audiences and influencers associated with the targeted Marketing Services audience 22

23 Business to Consumer Marketing Projects DFW is the lowest cost large hub airport and remains a strong value to our airline partners. $55.92

24 Business to Consumer Marketing Projects DFW has earned global distinction for long-term excellence in customer service from Airports Council International Overall Satisfaction with Airport Large Airports (+40M) FY HKG PEK DXB BKK DFW DEN ATL AMS LHR MAD FRA CDG

25 Business to Consumer Marketing Projects DFW Airport Parking

26 DFW Airport Parking Overview Objective: increase non-airline revenues by driving the most effective use of on-airport parking products and services Target Audience: DFW local passengers Comprehensive Marketing Plan has included: general marketing advertising on-airport advertising online/interactive/digital advertising multimedia projects, such as videos collateral direct mail promotional efforts, including couponing, items, etc. sponsorships and cooperative partnerships 26

27 Public Relations Development of strategic external communication/public relations plans to include, but not limited to: Developing and executing public relations and media relations plans, timetables and tactics to support each specific Marketing thrust for the consumer campaign, product, communication or service leveraging consumer messaging and timing for messaging to consumer influencers, media and the public developing story angles, story pitching, article writing, press conferences, roundtables advancing DFW campaign awareness in relevant consumer media placement of 3-4 articles in high value consumer media each quarter social media strategies and tactics identification and utilization of consumer audience influencers and 3 rd party advocates conducting special event media activities, presentations, scripting, photography, multi-media, interview preparation and press kit development identifying new communication and relationship-building approaches to leverage the Marketing Services activities 27

28 DFW Airport Parking Parking provides DFW s largest non-aviation revenue stream $110.8 million in fiscal year 2012 revenue. 28

29 DFW Airport Parking Parking provides DFW s largest non-aviation revenue stream from a diverse range of parking products $110.8 million in fiscal year 2012 revenue. 29

30 DFW Airport Parking Construction to Terminal Garages under DFW s 7-year renovation program has created capacity concerns. 30

31 DFW Airport Parking TollTag is the fastest way to enter and exit DFW Airport. The new Parking Control System, which launches this summer, will have TollTag available at ALL entry and exit lanes so customers can save time and money. 31

32 DFW Airport Parking Creative Samples 32

33 Business to Consumer Marketing Projects Global Entry Program

34 Global Entry Program Objective Goal: Enhance customer satisfaction and reduce wait times by encouraging DFW s international travelers to apply for the Global Entry Program Enrollment Goal for FY13: 40,000 Target audience: Travelers that utilize DFW to enter the U.S. Comprehensive Marketing Plan has included: general marketing advertising on-airport advertising online/interactive/digital advertising multimedia projects, such as videos collateral direct mail promotional efforts sponsorships and cooperative partnerships

35 Public Relations Development of strategic external communication/public relations plans to include, but not limited to: Developing and executing public relations and media relations plans, timetables and tactics to support each specific Marketing thrust for the consumer campaign, product, communication or service leveraging consumer messaging and timing for messaging to consumer influencers, media and the public developing story angles, story pitching, article writing, press conferences, roundtables advancing DFW campaign awareness in relevant consumer media placement of 3-4 articles in high value consumer media each quarter social media strategies and tactics identification and utilization of consumer audience influencers and 3 rd party advocates conducting special event media activities, presentations, scripting, photography, multi-media, interview preparation and press kit development identifying new communication and relationship-building approaches to leverage the Marketing Services activities 35

36 Global Entry Program Overview U.S. Customs and Border Protection (CBP) program that allows expedited clearance for pre-approved, low-risk travelers upon arrival in the United States. Fee: $100 for 5 years Automated kiosks located at select airports Global Entry is open to U.S. citizens, lawful permanent residents and some others. Marketing key message: Bypass waiting in line at customs - enroll in the Global Entry Program at DFW Airport! Secondary: Added benefits of TSA s Pre-Check 36

37 Global Entry Program Relationship with other trusted traveler programs 37

38 Global Entry Program Creative Samples 38

39 Global Entry Program Branding Example

40 Business to Consumer Marketing Projects Marketing of DFW Airport in International Markets

41 Marketing of DFW Airport in International Markets Overview Goal: Create awareness for new international air service in the DFW, destination, or key feeder markets so that the route will be successful Target audience: Current and potential travelers in the DFW, destination or key feeder market New Initiative Similar marketing efforts have included: general marketing advertising online/interactive/digital advertising collateral in-country promotional events 41

42 Public Relations Development of strategic external communication/public relations plans to include, but not limited to: Developing and executing public relations and media relations plans, timetables and tactics to support each specific Marketing thrust for the consumer campaign, product, communication or service leveraging consumer messaging and timing for messaging to consumer influencers, media and the public developing story angles, story pitching, article writing, press conferences, roundtables advancing DFW campaign awareness in relevant consumer media placement of 3-4 articles in high value consumer media each quarter social media strategies and tactics identification and utilization of consumer audience influencers and 3 rd party advocates conducting special event media activities, presentations, scripting, photography, multi-media, interview preparation and press kit development identifying new communication and relationship-building approaches to leverage the Marketing Services activities 42

43 Marketing of DFW Airport in International Markets Over the past 24 months, DFW has experienced a record run of 13 new international destinations and 13 new domestic destinations. 43

44 Marketing of DFW Airport in International Markets DFW forecasts it will add service to 26 new international passenger routes over the next five years. DFW Hermosillo Chihuahua Torreon Monterrey Nassau San Jose Cabo Aguascalientes Mazatlan San Luis Potosi Providenciales Leon Puerto Vallarta Queretaro Cancun Guadalajara Mexico Cozumel Morelia CityVeracruz Punta Cana Puebla Villahermosa Toluca Belize City Montego Bay Tuxtla Oaxaca San Pedro Sula Guttierez Guatemala City San Salvador Tegucigalpa Liberia Managua Maracaibo Caracas San Jose Panama City Medellin Bogota Barbados Quito Lima Brasilia New Destination Additional Competitive Service Increased Frequency Current Service Sao Paulo Rio De Janeiro Santiago Buenos Aires 44

45 Marketing of DFW Airport in International Markets DFW has managed cooperative promotional programs in the past with airlines. 45

46 Public Relations Around the World 9/25/12 - Mayor Betsy Price, Mayor of Fort Worth, and Jeffrey P. Fegan, Chief Executive Officer Dallas/Fort Worth International Airport, talk about their trade mission to Dubai, and the links between

47 Public Relations International Air Service Development Missions 47

48 Public Relations International Collateral Sample Display - Melbourne

49 Marketing, Advertising and Public Relations Services Summary Two Contracts: Business to Business Marketing and associated Public Relations Projects Marketing to Airline Executives Marketing to Real Estate Developers Business to Consumer Marketing and associated Public Relations Projects Marketing of DFW Airport Parking Marketing of Global Entry Program Marketing of DFW Airport in International Markets 49

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