Strategy And Creative

ACAA – FlyPittsburgh.com

Challenge

Allegheny County Airport Authority (ACAA) commissioned PAVLOV to plan, design and develop a new flypittsburgh.com website to better support and reflect innovation for the Pittsburgh International Airport (PIT) and Allegheny County Airport (AGC). Objectives included creating improved navigation and a visually appealing, responsive design on an easy-to-update content management system for both travelers and business partners.

Stimulus

The new flypittsburgh.com website features customer-centric experiences infusing technology and travel resources. The homepage includes vibrant, interactive modules with information to ensure a modernized and informative flying experience even before take-off. Interactive tools include real-time parking availability and TSA security wait times, flight destination and terminal interactive maps, parking shuttle tracker, local weather widget, and dining, shopping and services available within the airport. The website uses a comprehensive approach through global menu tabs to access ACAA for business information and AGC for executive and corporate travel. Each homepage includes a global search function for quick access to top content and search results that will direct users to appropriate flight data, arrivals, departures, parking option, etc. The website is responsive to all device types and screen sizes, features the latest in development practices to yield fast loading results, and is ADA-compliant, providing an accessible experience through the treatment of typefaces, color contrasts, and more.

Response

The new website pushed live in February 2020 and has had an overall positive initial response.

Dallas/Fort Worth International Airport Mobile Food Ordering

In spring 2017, DFW Airport added mobile food ordering to their DFW Airport app. PAVLOV created an on-site signage campaign to raise awareness of the new feature and give travelers another great reason to download the app. Mobile ordering is a benefit for both traveler and concessionaire – making food purchases attainable for those on tight layovers who previously did not have enough time to get a bite.

Dallas/Fort Worth International Airport Express Parking Campaign

In 2015, DFW International Airport was not capturing a large portion of travelers who were being dropped off for trips longer than five days. To turn the would-be drop-offs into on-site parkers, PAVLOV created a campaign to persuade these travelers to park at DFW Express. The series of humorous and relatable ads focused on payback, pointing to the reality that asking for a ride to the airport never comes free. The full campaign utilized a mix of traditional media – radio, outdoor, print – as well as targeted media such as direct mail and search engine marketing allowed us to maximize our reach to zip codes with high concentrations of drop-off customers.

This compelling promotional offer changed consumer behavior. During the campaign, travelers responded positively to the “7 days for $55” messaging and DFW Express daily occupancy increased +5.3 percent and transactions were up +6.4 percent compared to the previous year.

Dallas/Fort Worth International Airport Spring Break Parking Campaign

As a major U.S. connection point, DFW International Airport sees a large traveler increase during the Spring Break season, many of whom travel primarily for leisure and lack awareness of DFW’s robust product offerings. During Spring Break 2014, PAVLOV was tasked with increasing occupancy in Express Parking. Print, radio and banner advertising in English and Spanish, coupled with signage and street team activation promoting a $15 shop and eat offer, filled historically underutilized lots to capacity, with a 9.32 percent increase over the prior year. During our 2-week media buy, banner ads garnered 550,000+ impressions and our radio schedule achieved 110 percent delivery.

Dallas/Fort Worth International Airport Global Rebrand “Travel. Transformed.”

As the agency of record for DFW Airport’s business-to-consumer marketing and public relations contracts from 2013 to 2018, PAVLOV has developed and executed scores of strategic communications initiatives for one of the nation’s aviation leaders.

To launch DFW’s new brand, PAVLOV developed and executed a 6-month global communications campaign to generate widespread awareness of its new position as a global super hub. A phased approach for announcing the brand change allowed DFW to tell a cohesive brand evolution story while establishing conversation and meaningful connections with target audiences.

Tactics included a teaser advertising campaign, brand launch event, news conference, brand launch video unveiling, brand visuals/color/logo unveilings, monument sculpture sign, board member dedication plaque, employee uniforms, parking assets, new on-airport signage, scheduled media interviews with CEO Sean Donohue, “Journey Line” art installations, skyline lights, new brand microsite, www.MyDFWJourney.com, new brand photography, internal/employee communications, PR/media relations campaign, marketing/advertising campaign, social media and the #MyDFWJourney giveaway.

With more than 50 media placements, 25,000 fans engaged on social media, 50,000 unique visitors to the microsite and 1,000 in attendance at the brand launch event, PAVLOV’s global communications campaign brought the new DFW Airport brand to life – both internally and externally – and effectively told DFW’s story of growth, transformation and global connection.

Dallas/Fort Worth International Airport Information Touch Screens

The 8-foot tall touch screens placed inside security at DFW International Airport are a resource for travelers to quickly search for airport concessions and amenities while in the terminals for a flight. After DFW’s rebrand, PAVLOV was asked to overhaul the touch screens to reflect the new brand logo, colors and overall design.

In the early planning stages of the project, PAVLOV suggested revisiting both the user interface and information architecture of the touch screens to improve user experience, guided by on-site usability testing conducted to gather insights from travelers using the current touch screens. The updated touch screen designs use bolder colors to callout navigation options and the menu icons were redesigned to be more intuitive. Visual cues were added for easier navigation between screens.
Interactive mapping is integrated to provide directions for the traveler to get from the touch screen location to the selected location. Brand and design layout consistency is maintained throughout for a clean, fresh experience that also syncs with other online and offline messaging.

Dallas/Fort Worth International Airport Website

To align with their recent rebranding, PAVLOV designed and developed a new website that simplified the layout and restructured content to help visitors find information. Our team analyzed past results and streamlined the site architecture, splitting the menu between passenger content and business, careers and community related pages. A homepage widget for common functions including flight search and links to heavily visited areas was implemented to guide users and icons depict key sections for quick navigation. Custom features were designed within interior page sections to make it easier to search for and track flights, compare parking options, filter for restaurants and services and more.

Launched in February 2016, the new website improved user experience among passengers to yield a 38 percent increase for average time on site, 14 percent more pages viewed per session and 24 percent improvement for bounce rate.

Duluth Transit Authority Website

Challenge

Duluth Transit Authority (DTA) operates bus, paratransit, and trolley public transportation services serving the regional area of Duluth, Minnesota, and Superior, Wisconsin. The previous website was dated with copy-heavy design and lengthy drop-down menus for navigation. The new website needed to cater to the 83% mobile users who sought to find schedule and alert information quickly. 

Stimulus

PAVLOV truly went with a mobile-first approach, producing the new website as a progressive web app that appears and has similar functionality to an actual mobile app, but is actually a website accessible through a browser. Created from a small-screen perspective, the new DTA website has an appealing and simplified design that is both unique–with DTA and Duluth landmarks incorporated into the graphics–as well as consistent with other familiar mobile experiences. This includes icons driving to main content areas, a slide-out menu, swipe left/right functionality, and expandable/ retractable accordions to reduce content on screen at one time. The site is fully responsive to adjust formatting for desktop and tablet devices as well. Interactive tables for schedules with header row labels that scroll with the user improve the experience for the important content area. Other interactive resources include a trip planner, and service alerts and news with subscription service integrated directly through the website. 

Response

Launched in June 2019, the website has received positive feedback for the new design and user experience, and seen improved performance: 

• 47% improvement in bounce rate, down to 28%
• 19% increase in time on site to over 3 minutes

Dallas/Fort Worth International Airport Spring Break Social Media Campaign

In 2015, PAVLOV piloted a social media campaign that utilized DFW’s Twitter platform, Customer Service teams, Airport Ambassadors, online advertising, radio placements and media relations outreach to relay DFW’s Spring Break Customer Service Campaign. By engaging customers via Twitter and utilizing the hashtag, #DFWSpringBreak, the Airport was able to deliver direct service to traveling customers immediately at the Airport.

The #DFWSpringBreak campaign was very successful in its execution and results with high client satisfaction. During the 7-day period, DFW’s Twitter page accumulated 380 customer engagements, reached 17,432 followers and had nearly 1-million impressions from 175 mentions. It also showed DFW International Airport’s leadership and the immediate and powerful impact that social media can have on customer experience and the importance of social media as a whole.

Lastly, because of the success of this campaign, the Airport implemented a similar campaign to kick off the summer travel season using the hashtag #DFWSummer.

Dallas/Fort Worth International Airport Prepaid Parking

DFW was one of the first airports in the U.S. to offer online parking reservations. PAVLOV launched this groundbreaking technology to Dallas-Fort Worth travelers with a robust advertising campaign comprised of print, radio, full dynamic digital, geotargeted mobile, search engine marketing, out-of-home, email and on-site banner advertising. Our digital campaign of display and search was solely responsible for generating more than $2.2 million in an 8 month timeframe.

Dallas/Fort Worth International Airport Mobile App Launch

PAVLOV executed a comprehensive marketing & PR campaign to drive downloads to the upgraded app with new features including a hands-free voice concierge. The campaign honed in on the behavior of the business traveler, capitalizing on brand recognition and ultimately catapulting mobile app downloads. The campaign reached the consumer at a variety of touch points including 20+ articles in local media and national travel media, prints ads in local business publications, contextually and behaviorally targeted digital and mobile ads, mobile boarding passes, social media, email blasts, in-terminal promotional teams and on-Airport advertising assets like wall graphics, dioramas, parking garage banners and more.

Utilizing multiple channels such as reporting platforms, social media and guerrilla marketing, PAVLOV effectively increased daily app downloads by 112 percent, achieved a 31 percent increase in total downloads and met the 3-month campaign goal in six weeks.

Dallas/Fort Worth International Airport Customs Hall Branding and Signage

PAVLOV developed an integrated marketing strategy and wayfinding signage design for Global Entry, Automated Passport Control and Carry EZ to reduce Customs wait times and assist passengers in easily identifying their best point of entry through DFW. We also launched the Mobile Passport Control app with a “Zoom through Customs” campaign that spring.

Dallas/Fort Worth International Airport Wellness Campaign

In 2015, PAVLOV developed and implemented a year-long wellness campaign touting the Airport’s healthy dining options among other services and resources for mind, body and spirit (yoga, chapel, etc.). A robust combination of PR and media relations, social media, events featuring national concessionaires, airlines and the Grand Hyatt DFW helped the Airport to maximize media coverage, generate passenger social media posts and overall goodwill.

San Antonio International Airport Mexico Air Service

This campaign encourages San Antonio based travelers to book flights between SAT and various nonstop destinations in Mexico such as Mexico City, Monterrey, Guadalajara, Cancún and León during the busy Spring Break and Summer travel season.

San Antonio International Airport Retention Campaign

Battling for market share with Austin-Bergstrom International Airport, PAVLOV developed a media and public relations strategy to target the South Texas community and increase travelers booking through SAT. Utilizing radio, social media, digital targeting and out-of-home advertising, the campaign generated over 6.5 million impressions.