Objectives

Maintaining a balanced lifestyle isn't easy, especially when you're on the go. Dallas Fort Worth (DFW) International Airport recognized the importance of having healthy options available and raised the level of concessions available for everyone. The "Happy + Healthy" Campaign showcased our holistic effort to be one of the healthiest airports with concessions, a walking path, interfaith chapels, yoga studio, and kids play areas.

This campaign kicked off on January 9^th and ran through May 15^th, 2015.

In our effort to enhance customer experience, DFW Airport set up fruit stands in the terminals giving away apples, oranges, bananas, and granola bars donated by concessionaires. A stand operator was posted at one end of the stand were scripted to say "Thank you for being healthy. Here's some added happy." Pieces of the individually wrapped fruit had a sticker on the bottom that indicates the passenger of being a winner of a Fitbit, or Beats headphones. Our video crew captured the excitement and surprise of the instant wins. The video of the event was posted on our social channels. Our fruit stands helped this campaign make national headlines in USA Today and featured on Travel Pulse. A brief overview of the campaign can also be seen our website.

The DFW Airport's Healthy campaign was designed to inform all passengers about the health and wellness options available at The Airport. There are over 200 different restaurants, shops and spa and leisure services.

Strategy and Execution

On-Airport media included:

• Garage Banners – large-scale banners, featuring the campaign creative, were placed on the sides of the Terminal B, C and E garage's; travelers driving down the road toward that specific terminal could easily spot the oversized banners
• DFW Airport Web site – travelers frequent the DFW Airport web site prior to arriving at the Airport to find flight information; the website featured a homepage banner and dedicated healthy page outlining what was available at each concessionaire
• In-Terminal Dioramas and Wall/Window Clings – passengers utilize the dioramas to find terminal-specific information on shops, restaurants and service listings. There were two versions of the dioramas—one with campaign creative only and one with creative and location listings—both versions provided passengers with a clear direction of where to go to find a concession options in their current terminal
• In–Terminal Flight Information Displays (FIDS) & Gate Information Displays (GIDS) – passengers frequently check the FIDS/GIDS for the latest information on arrivals and departures; screens featured campaign creative and photography of items at participating concessionaires
• Skylink Window Clings – clings, featuring photography and logos of participating concessionaires, were placed on all Skylink train cars; Skylink is the Airports high-speed train that transports travelers between terminals
• Wall Clings and Banners – throughout the terminals, near the Skylink walkways, which are high-traffic areas, banners featuring the campaign creative were adhered to wall/window; the graphics are large in size and designed to capture the passengers attention
• Airport Parking Bus Signage – DFW features a myriad of Parking options to fit the customer's needs, signs were placed on all Parking buses to reach all DFW Airport Parking customers
• CNN Airport TV Ad – all Samsung monitors and the large video walls inside the terminals features a video spot specially created for the Healthy + Happy campaign
• Chase ATM Screens – all Chase ATM's throughout the terminals featured a concession ad created specifically for the ATM screens
• Backlit Signage in Terminal D – Terminal D features 19 digital touchscreen and static information centers—backlit campaign signage was placed on the top of each of these modules

Results

DFW received some great buzz and feedback from customers on our campaign and efforts to delighting out customers.

Some of the feedback included:

I wish all airports had yoga studios!"

"this is amazing I can't wait for waiting in the airport of Dallas

"Sounds relaxing. I'll have to stop there and try it out next time I fly into #DFW"

"Every time I fly out of DFW I find all the snacks I'm looking for! Including many healthy foods. Thanks for the convenience @dfwairport"

"Best airport ever!"

"Very nice! Thank you for sharing!"

They always do nice and differents things

Brilliant! Great idea!

You guys rock! I miss working for DFW for reasons like this!

Currently our Youtube video currently has 801 views. Twitter had six tweets posted, 9,990 impressions, and 105 engagements Facebook had two posts, 64,960 people reached, 1,269 engagements, 9,966 post clicks.

Search #BeHealthyFlyHappy on Facebook and Twitter.

Media