Dallas Love Field Case Study

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Project Description

Airport Marketing, Advertising and Public Engagement

Dallas Love Field Airport (DAL), owned and operated by the City of Dallas, is one of the largest medium-sized airports in the country and the smaller airport in the region that includes Dallas-Fort Worth International Airport (DFW).

In October 2020, during the height of the COVID-19 pandemic, Dickie+Associates was contracted as the first agency of record for marketing and advertising services. The identified marketing objectives are to make DAL the choice of air travelers; and increase awareness and revenue of DAL parking garages and valet service, awareness of DAL concessionaires and awareness of DAL as an involved community partner.

The Dickie+Associates team developed a strategic marketing and media plan of cross-platform, SEM, pre-roll, print and social media advertising based on intensive marketing research; conducted a survey and focus group engagement study; and produced a 17-episode podcast, Love Field Stories, supported through live streaming, digital marketing and advertising, and with a strong public relations strategy.

  • A series of monthly marketing and advertising campaigns were developed that focused on the safety, convenience, cost, and ease of the airport, parking and concessionaires. The media plan and buys included cross-platform display, retargeting, SEM, pre-roll, print, paid social media and podcast advertising.
  • Modifications were initiated for the organization and functionality of the website and conversion landing pages were created for each campaign and initiative.
  • With the temporary curtailment of DAL-supported/hosted community events during the pandemic, a monthly 17- episode podcast was produced to provide a platform of DAL’s community leadership in amplifying marginalized voices, broadcasting evidence-based facts and celebrating the spirit of Dallas. The podcast was promoted through digital marketing, advertising and public relations.
  • A campaign of organic social media content supported the advertising campaigns and podcast episodes.
  • A five-month engagement study was developed that included an online survey, email campaign and four virtual and in-person focus group sessions to gather qualitative and quantitative data and provide a better understanding of audience behaviors and perceptions, most significantly related to off-site parking and ride share customers.

Project Details

  • Scope of WorkIntegrated Marketing Communications Planning • Project Management • Market and Audience Research • Marketing Strategy • Public Relations Strategy • Strategic Communications • Sponsorship and Partnership Development • Stakeholder Engagement • Public Engagement and Input • Focus Group Management • Survey Development and Analysis • Creative Direction • Brand Development • Brand Marketing • Digital Marketing • Video Marketing • Event Planning • Video Production • Podcast Production and Marketing • Advertising • Copywriting • Graphic Design
  • ClientDallas Love Field Airport and City of Dallas
  • CollaboratorsBruce Bleakley, Jeremy Clardy, The Coulter Group, LMG Media, PIA