DALLAS: Dallas-Fort Worth International Airport is in the market for multiple firms to promote it to both consumers and businesses.
Its RFP for business outreach references two potential contracts, one for professional b-to-b advertising and marketing services for the airport's board and the other for professional and executable PR.
“DFW seeks to grow airline revenues by positioning itself as the most attractive and competitive ‘global super hub' for a target audience of airlines and alliances,” it said in an RFP. “In the coming years, DFW seeks to approach airlines worldwide in order to add more international destinations.”
DFW also wants to increase non-airline revenue by leasing and developing airport real estate for aviation-related uses and concurrent commercial development, meaning outreach is necessary to developers, corporate agents, and site selectors, it said in the RFP.
The business-focused contracts will last three years, with the option of two additional years. The airport declined to release budget ranges for the accounts.
A second RFP is for an account targeting consumers. This contract will require a firm to not only get consumers to choose DFW through PR and marketing, but also to encourage them to park there and spend money in its shops and restaurants. The firm will also focus on getting connecting US passengers to pick DFW as the hub airport where they transfer.
The winning firm will also be expected to promote DFW's trusted traveler program through the Customs and Border Protection office where vetted international travelers can bypass lines and proceed through customs more quickly than other travelers.
Another goal of the airport is to bolster its presence in international markets, according to the RFP. It has nonstop air service to more than 180 destinations around the world, spanning five continents.
“As new international air service starts at DFW, it is important to create awareness for the service in the Dallas-Fort Worth, destination, or key feeder markets so that the route will be successful,” the airport said in the RFP. A budget for this contract was not released.
Last year, DFW hired Aviareps to expand its presence in the Middle East, Africa, and India. Burson-Marsteller had previously provided public affairs services for the airport board, including strategic planning, consultation, and media relations. A representative from the firm said it has not worked with the airport for several years after in-house operations took over its duties.
An airport representative did not return a request for comment.