DALLAS: Burson-Marsteller bested 10 rivals to win an AOR account worth $825,000 over three years from Dallas/Fort Worth International Airport (D/FW). The rate marks a $35,000-per-year increase over D/FW's previous two-year contract with Ackermann Public Relations, which did not seek renewal. D/FW's board Thursday morning approved Burson's contract, which includes two one-year renewal options.
Weber Shandwick, GCI Read-Poland, and Dallas' Harrell Group made the finals for the account.
Significant participation by minority subcontractors greatly impressed D/FW officials, said public affairs VP Ken Capps. Fort Worth's African-American-owned Ware & Associates and local Hispanic agency Advertising Transcreation Services will fulfill 40% of the contract, and their work won't be limited to their own ethnic niches, Capps said.
"Aside from Burson's creativity and their focus on D/FW, the fact that they have real, meaningful partners and want to help the community like we do is a huge factor," Capps said.
Burson's duties will include publicizing next year's opening of a new international terminal, the airport's SkyLink Automated People Mover system, and a new Grand Hyatt Hotel.
"We think there's a tremendous opportunity to leverage what D/FW is doing right," said Mike Lake, MD of Burson's Dallas office. The firm's aviation practice also serves US Airways, he noted.