Movin’ On Up

OBJECTIVE: The focal point of Dallas/Fort Worth (D/FW) International Airport’s celebration in 2005 was the $1.7 billion Capital Development Program (CDP). The three-pronged project would welcome the luxurious 29-gate International Terminal D, its adjoining and integrated Grand Hyatt Hotel, and Skylink, which is the largest people-mover airport system in the world. Lastly, Terminal D would also host an integrated, state-of-the-art 8,100-space parking garage.

OVERVIEW: D/FW Board of Directors believed this grand opening ceremony should make global news based on the investment and real estate—the largest and most secure airport development since 9/11. To create the global news blitz, D/FW’s account lead (Woodworks Communications Founder Shawn Paul Wood) created media documents and separate landing pages for each of the primary projects, each with fast facts and media contact information. Additionally, pages were created for D/FW’s new USO facility (the largest in the world), the “World of Wings” program that celebrated 300 airplanes in a $6 million art program comprised of a dedicated collection of paintings, sculptures, and floor medallions.

OUTPUT: Leading the global team across four different Burson-Marsteller offices, the D/FW media team garnered more than 1,250 earned articles across traditional media outlets (e.g., TV, radio, newspaper) around the world in 37 different languages.