DFW International Airport Brand Overview. April 2014

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1 DFW International Airport Brand Overview April 2014

2 DFW Brand Overview DFW Airport Overview History of the DFW Brand Then and Now vs Current DFW Branded Items 2

3 DFW Airport Overview

4 DFW Airport Overview Located in the heart of the United States, DFW is the highest capacity airport in the world, with the ability to grow. Larger than the island of Manhattan, DFW is situated on more than 17,000 acres. 4

5 DFW Airport Overview Located in the heart of the United States, DFW is the highest capacity airport in the world, with the ability to grow. Larger than the island of Manhattan, DFW is situated on more than 17,000 acres. 24-hour Operations No Slot Constraints No Curfews 7 Runways 5 Terminals 174 Total Gates Capable of 4 simultaneous landings 2,500 Hectares 5

6 DFW Airport Overview Global carriers serving DFW including 24 passenger carriers - have made the region 4 th in the U.S. for Fortune 500 headquarter locations. 6

7 DFW Airport Overview Global carriers serving DFW including 24 passenger carriers - have made the region 4 th in the U.S. for Fortune 500 headquarter locations. 7

8 DFW Airport Overview DFW has nonstop service to more than 200 destinations worldwide. In 2014, DFW is expanding air service to China, UAE and Qatar for a total of 57 international destinations. 8

9 DFW Airport Overview DFW also has nonstop service to nearly 150 U.S. destinations, the majority within four hours. 9

10 DFW Airport Overview DFW is the lowest cost large hub airport and remains a strong value to our airline partners. 10

11 DFW Airport Overview Parking provides DFW s largest non-aviation revenue stream from a diverse range of parking products $116 million in fiscal year

12 DFW Airport Overview Concessions is a significant part of DFW s non-aviation business. Once inside the Airport terminals, passengers enjoy more than 200 shops, restaurants and services. 12

13 DFW Airport Overview Commercial Development opportunities play a key role in DFW s future. 13

14 DFW Airport Overview DFW has earned global distinction for long-term excellence in customer service from Airports Council International top rated U.S. Airport for Customer Service. 14

15 DFW Airport Overview DFW is at the forefront of technology, providing its passengers free Wi-Fi, digital signs, charging stations, flat-screen televisions at each gate, video walls and more throughout the Airport terminals. 15

16 DFW Airport Overview In striving for excellence in all areas of business, DFW has developed a positive reputation among airlines worldwide. 16

17 DFW Airport Overview DFW s $2.3 billion Terminal Renewal and Improvement Program (TRIP) is (re)defining first class for this global gateway. Currently underway in Terminals A, B and E, TRIP calls for the renovation of DFW s original terminals. Terminal B Scheduled completion in 2016 Terminal A Scheduled completion in 2015 Terminal C Scheduled completion in 2017 Terminal E Scheduled completion in

18 DFW Airport Overview Mass-transit rail service is coming to DFW s terminal area and will optimize connectivity and transit-oriented development. 18

19 History of the DFW Brand

20 History of the DFW Brand With the decision to build International Terminal D and Skylink, DFW wanted a brand that would be recognizable and leave a positive impression with customers. Contracted with Luxon-Carra in San Francisco to create a new corporate identity (logo + brand attributes) After the Procurement process to select a firm, the new corporate identity was developed in 11 months, including the research phase As part of the process, Luxon-Carra conducted 1-on-1 interviews of nearly 40 people, including customers, airlines, employees, tenants and Board members Launched new brand on September 5,

21 History of the DFW Brand Research in the timeframe revealed what DFW s stakeholders, Board members and executives believed about DFW s current identity, and identified what they wanted DFW to become. Assets Spacious Easy in and out Well organized Jammed packed w/concessions Good business services Commercially minded Convenient Friendly Unique Busy Modern Airline friendly Clean Challenges Confusing Difficult navigation Drab Bland Boring Institutional Faceless buildings Brownish Big/Intimidating Grey Dull Vanilla Goal Fun experience Reduce stress Cohesiveness Energy High tech Future World class Destination Bright Texas 21

22 History of the DFW Brand After the research was complete, the logo design, review and approval took seven months. The DFW brand consists of the DFW acronym and the linear airstream" illustration contained within a rectangular field of DFW Gradient Blue. The airstream" lines represent the sense of flight and the freedom that air travel provides the traveling public. The Gradient Blue represents the transformation from day to night when traveling across the world. 22

23 History of the DFW Brand The meaning of the new brand was reflected in DFW s 6 brand attributes, which were aspirational in nature. Professional World-class/International Leading-edge Unique Caring/Friendly/Responsive Not trendy, frivolous, or regional 23

24 Then and Now vs. 2014

25 Then and Now vs The number of destinations served from DFW, especially outside of the U.S., has grown since Domestic Destinations 35 International Destinations Key regions include: Latin America Europe Asia 147 Domestic Destinations (11% increase) 57 International Destinations (63% increase) Key regions include: Latin America Europe Asia Australia (new) Middle East (new) 25

26 Then and Now vs DFW introduced its bi-directional Skylink high-speed train in 2005, enhancing connections for our customers DFW Airport Train Skylink 26

27 Then and Now vs International Terminal D opened in 2005, consolidating all international flights into one terminal and providing an enhanced customer experience Four Terminals Five Terminals with International Terminal D 27

28 Then and Now vs International Terminal D opened in 2005, consolidating all international flights into one terminal and providing an enhanced customer experience Terminal C Interior Terminal D Interior 28

29 Then and Now vs Along with the terminal, a high-end hotel, the Grand Hyatt, opened. DFW also implemented its first in-terminal Art Program Hyatt Regency Hotels Grand Hyatt Hotel 29

30 Then and Now vs Along with the terminal, a high-end hotel, the Grand Hyatt, opened. DFW also implemented its first in-terminal Art Program No Art Program Art Program 30

31 Then and Now vs In 2001, DFW was one of few major airports with a web site. Now, DFW informs its customers via its web site, mobile site, mobile app and social media DFW Web Site DFW Web Site 31

32 Then and Now vs In 2001, DFW was one of few major airports with a web site. Now, DFW informs its customers via its web site, mobile site, mobile app and social media DFW Web Site DFW Mobile Web Site DFW Mobile App 32

33 Current DFW Branded Items

34 Current DFW Branded Items Where is the logo displayed? Some locations: Great Signs (north and south entrances) Doppler tower Totem Poles On terminal buildings for DFW gates Street signs All building signs Parking signs in lots Water Tanks Flags Columns/Wraps parking Property indicator signs (in owner cities) Letterhead Package Business Cards Uniforms 34

35 Current DFW Branded Items Where is the logo displayed? Some Vehicles: Remote Busses - 20 Express Busses - 42 Terminal Link Busses - 29 Employee Busses - 32 Rental Car Busses - 54 Board cars Work trucks Police cars - 20 Fire trucks - 15 Motorcycles - 10 Cobus - 1 Mobile command center

36 DFW International Airport Brand Overview April 2014

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