Dallas/Fort Worth International Airport Check-In Campaign. DFW Interactive Marketing Association. April 2012

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1 Dallas/Fort Worth International Airport Check-In Campaign DFW Interactive Marketing Association Excellence in Interactive ti Marketing Awards April 2012

2 Dallas/Fort Worth International Airport Check-In Campaign Campaign Overview Results 2

3 Campaign Overview

4 Campaign Overview In August 2011, DFW International Airport launched a campaign combining mobile technology and the Airport concessions offerings DFW launched an integrated marketing campaign to promote the use of foursquare and Facebook Places to obtain deals and discounts at participating concessionaires: The campaign was designed to drive traffic to participating concessionaires while reaching out to the Airport s increasingly tech-savvy passengers 4

5 Campaign Overview Goals of the check-in campaign included: Encourage passengers to leave gate area and explore the variety of shops, restaurants and services available to them inside the terminals Engage DFW s tech-savvy passenger base and increase the number of check-in s on Facebook Places and Foursquare Drive traffic to participating DFW Airport concessionaires The goals of the Check-In campaign were attained by using eyecatching, informational media inside the terminals that focused on the deals available at DFW concessionaires and the two locationbased mobile applications where the deals could be located 5

6 Campaign Overview Implementation To implement the Check-In campaign, DFW utilized a combination of on-airport marketing placements, DFW Airport web site placements, CNN Airport TV, a press release and in-terminal brand ambassadors 6

7 Campaign Overview On-Airport placements included: Security checkpoint window clings In-terminal flight information displays (FIDS) In-terminal dioramas In-store concessionaire kits Brand ambassadors CNN Airport TV Ad Skylink window clings Airport Parking bus signage Additional placements included: homepage feature and article Press release issued by DFW International Airport CNN Video at on DFW Airport s YouTube channel 7

8 Campaign Overview Large windows clings were placed directly behind security checkpoints. 8

9 Campaign Overview Two versions of the Flight Information Display (FIDS) screens were created one featured the campaign creative and one featured logo s of participating concessionaires 9

10 Campaign Overview In-terminal dioramas were customized to show terminal-specific listings based on the passengers location 10

11 Campaign Overview Participating concessionaires were provided with concessionaire kits containing ceiling danglers, counter toppers and employee buttons 11

12 Campaign Overview Brand ambassadors, dressed in campaign t-shirts, moved throughout all five terminals providing live check-in demonstrations and handing out a DFW branded giveaway item 12

13 Campaign Overview Campaign signage was placed on Skylink train cars for passengers to view as they traveled between terminals 13

14 Campaign Overview DFW Airport offers multiple on-airport parking options For this campaign, signage was placed on Express and Remote parking vehicles 14

15 Campaign Overview In addition to the in-terminal marketing efforts, the Check-In campaign was featured on the DFW Airport web site: 15

16 Campaign Overview The DFW Airport web site also featured an article on the main site that outlined the launch of the campaign and provided information on how to download the mobile applications and find deals 16

17 Results

18 Results First-ever marketing campaign to utilize Smartphone's and mobile applications by incorporating concessionaires on an airport-wide scale Nearly half of the DFW Airport concessions base participated in the campaign over 40 concessionaires at 85 different locations Campaign received 8,000 total check-in s The check-in campaign generated interest on a local and national level, as well as across the aviation industry Distributed by 220 publications and media outlets High social media impact: 3,628 impressions on DFW Airport Facebook page 17,919 mentions and re-tweets on Twitter 18

19 Results Press Coverage Dallas Morning News: / / /? & & 19

20 Results Press Coverage Dallas Business Journal: / / / / / / 20

21 Results Press Coverage Fort Worth Star-Telegram Sky Talk Blog: / / / / ff f launches-foursquare-and-facebook-places-promos.html 21

22 Results Press Coverage CBS Market Watch: / / f travelers-using-foursquare-and-facebook-places

23 Results Press Coverage Yahoo!News: h /df l h db bl l html 23

24 Results Press Coverage Rocket News: /2011/08/df h l k d l contributornetwork/ 24

25 Results Press Coverage Airline Industry Today: / / / integration-for-travelers-using-foursquare-and-facebook-places 25

26 Results Over 40 concessionaires participated in the campaign at over 85 different locations throughout the Airport. 26

27 Results - The campaign received 8,000 total check-in s. Most popular offers: Receive $1.00 off any pastry when you purchase a beverage. erage Free chips and salsa on every check-in. Take 15% off any combo meal. Two entrees for $20, also includes 1 chips & salsa to share. Beverages not included. 27

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