Dallas/Fort Worth International Airport 2011 Holiday Campaign DFW Interactive Marketing Association Excellence in Interactive ti Marketing Awards April 2012
Dallas/Fort Worth International Airport 2011 Holiday Campaign Results 2
In November 2011, DFW International Airport launched a holidaythemed campaign combining MS Tags and the Airport concessions offerings The campaign utilized MS Tag technology to provide DFW passengers with a holiday gift and drive traffic to Airport concessionaires: http://dfwairport.com/holiday2011/ The campaign reached out to the Airport s increasingly tech-savvy passengers and encouraged concessionaires to participate by providing enticing holiday offers 4
Goals of the 2011 Holiday campaign included: Encourage passengers to leave the gate area and explore the variety of shops, restaurants and services available Engage DFW s tech-savvy passenger base Drive traffic to participating concessionaires The campaign reached these goals by using eye catching displays, such as large in-terminal gift boxes, brand ambassadors, CNN Airport TV and heavy on-airport placements to generate awareness and excitement in the campaign and encourage the target audience to explore the myriad of shops, restaurants and services available to them at DFW Airport. 5
Most Effective Integrated Marketing Campaign Implementation To implement the holiday 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
On-Airport placements included: Entry plaza booths Parking garage large scale posters Airport parking bus signage Large in-terminal gift boxes In-terminal dioramas and wall clings In-terminal flight information displays (FIDS) Security checkpoint window clings Brand ambassadors CNN Airport TV Ad Skylink window clings Additional placements included: www.dfwairport.com homepage feature and article Press release issued by DFW International Airport CNN Video at on DFW Airport s YouTube channel 7
Most Effective Integrated Marketing Campaign Large windows clings were placed directly inside security checkpoints and throughout the terminal 8
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
In-terminal dioramas were customized to show terminal-specific listings based on the passengers location 10
Campaign signage was placed on Skylink train cars for passengers to view as they traveled between terminals 11
Most Effective Integrated Marketing Campaign Brand ambassadors, dressed in campaign t-shirts, moved throughout all five terminals providing live scan demonstrations and handing out a DFW branded luggage tag 12
DFW Airport offers multiple on-airport parking options For this campaign, signage was placed inside the Airport parking garages, g as well as on Express and Remote parking vehicles 13
In addition to the in-terminal i marketing efforts, the Check-In campaign was featured on the DFW Airport web site: www.dfwairport.com 14
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 MSTag reader 15
Results
Results The check-in campaign generated interest on a local and national level, as well as across the aviation industry The large gift boxes earned a bronze ADDY Award by the Dallas Advertising League Nearly half of the DFW Airport concessions base participated in the campaign over 40 concessionaires provided offers Brand ambassadors engaged approximately 10,000 passengers Campaign MS Tags received over 4,500 scans 17
Dallas/Fort Worth International Airport 2011 Holiday Campaign DFW Interactive Marketing Association Excellence in Interactive ti Marketing Awards April 2012