Challenge:

DFW Airport bravely entered the world of mobile applications by developing a DFWspecificapp with several unique features. It’s a crowded marketplace, and research showed that people rarely use more than one app to help with travel. ABI stepped up to launch the app and simultaneously raise its profile via public relations channels. Our goal was to achieve 10,000 downloads three months after launch.

 

Appendix:

We clearly communicated the advantages of downloading the DFW app to the target audience in a colorful, consumer-focused campaign. We branded earbuds and street teams, dressed in t-shirts based on the concept, passed out a print brochure and the giveaway when a traveler downloaded the app. Then, we got working on the media coverage. Although we just began, we’ve already secured coverage from the area’s #1 ranked television show, Telemundo and several community publications, both online and print. We split our efforts between hyper-localized publications and general coverage.

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