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

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Marketing, Advertising and Public Relations Services:

Business to Business and Business to Consumer

February 28, 2013

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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

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DFW Airport Overview

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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

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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.

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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.

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DFW Airport Overview

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

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Lima

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

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Business to Business Marketing with

Associated Public Relations Projects

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• 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 Overview

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Business to Business Marketing Projects

Marketing to Airline Executives

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 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.

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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

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Advertising and Evaluation

Creative Sample:

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Marketing to Airline Executives

Direct Mail

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Industry Conference Exhibits

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Business to Business Marketing Projects

Marketing to Real Estate Developers

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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

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Public Relations

 Comprehensive Public Relations Plan includes, but not limited to:

 tailored messaging and/or newsletters for targeted audiences, influencers, media and the public

 placement of 3-4 articles in high value media each quarter

 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

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Creative Samples

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Business to Consumer Marketing Projects

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• 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

Overview

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Business to Consumer Marketing Projects

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

$55.92

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DFW has earned global distinction for long-term excellence in customer service from Airports Council International.

Overall Satisfaction with Airport Large Airports (+40M) FY11

4.81 4.79 4.44 4.28 4.19 4.15 4.05 3.94 3.86 3.69 3.64 3.51

2.00 3.00 4.00 5.00

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Business to Consumer Marketing Projects

DFW Airport Parking

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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.

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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

 advancing DFW campaign awareness in relevant consumer media

 placement of 3-4 articles in high value consumer media each quarter

 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

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

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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.

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

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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.

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Creative Samples

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Business to Consumer Marketing Projects

Global Entry Program

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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:

 on-Airport advertising

 multimedia projects, such as videos

 collateral

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Public Relations

 Development of strategic external communication/public relations plans to include, but not limited to:

 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

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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

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Global Entry Program

Relationship with other trusted traveler programs

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Creative Samples

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Global Entry Program

Branding Example

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Marketing of DFW Airport in International

Markets

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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:

 collateral

 in-country promotional events

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 Development of strategic external communication/public relations plans to include, but not limited to:

 conducting special event media activities, presentations, scripting, photography,

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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.

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DFW forecasts it will add service to 26 new international passenger routes over the next five years.

Nassau

Punta Cana

Barbados Providenciales

Belize City Guatemala City

Montego Bay

San Salvador

San Jose Liberia Puerto Vallarta

San Jose Cabo

LeonSan Luis Potosi Mazatlan

Chihuahua

Monterrey

Veracruz Torreon

Aguascalientes

Morelia

Queretaro

DFW

Puebla Hermosillo

Lima Bogota

Quito Oaxaca

Villahermosa

Managua Tegucigalpa

Maracaibo Tuxtla

Guttierez

Medellin San Pedro Sula

Brasilia Cozumel

Cancun Mexico

Guadalajara City Toluca

Caracas Panama City

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Marketing of DFW Airport in International Markets

DFW has managed cooperative promotional programs in the past with airlines.

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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

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Public Relations International Air Service Development Missions

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Sample Display - Melbourne

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