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For the third year in a row, Dallas Love Field (DAL) won multiple awards at the 2024 Marketing, Communications, and Customer Experience Conference in San Francisco, CA, hosted by Airports Council International – North America (ACI-NA). Four of the seven categories submitted by DAL reached the finalist round, and the busiest medium hub U.S. airport triumphed in the Promotional Items and Customer Experience Technology Innovation categories.
Promotional Items – DAL Sensory Bags:
DAL secured the Promotional Items award after the airport’s Customer Engagement team determined a need for additional engagement with passengers traveling with hidden disabilities. After brainstorming various avenues to add to the airport’s already developing accessibility program, the idea for a functional and entertaining promotional item as a grab-and-go bag developed. The complimentary bag, branded with the DAL colors and logo, features an array of engaging textures and vibrant colored items, some of which are also DAL branded. The items, designed for individuals with developmental or intellectual disabilities, stimulate neural connections in the brain that integrate with the sensory system, which can be overstimulated during travel. Additionally, the airport gathers user feedback through an included QR code to continue creating the most value for DAL passengers with hidden disabilities. The bags are available upon request at the information booths.
Customer Experience Technology Innovation – 3D LED Holographic Fan Wayfinding Signage:
In the Customer Experience Technology Innovation category, DAL received recognition for implementing an innovative 3D holographic fan signage system to enhance passenger wayfinding within the terminal. This technology is strategically placed on overhead walls and above baggage carousels in key areas to guide passengers to the recently relocated Transportation Network Company (TNC) pick-up location. The primary audience for this innovation includes all arriving DAL passengers using rideshare services, taxis, limousines, or black car services to leave the airport. The holographic signs are designed to be highly visible and easily understood, providing real-time, dynamic directions to passengers. This project aims to improve the overall passenger experience by reducing confusion and streamlining the process of locating the TNC pick-up area.
The MARCOMCX Awards, part of ACI-NA's Excellence in Airport Marketing, Communications, and Customer Experience program, honor the aviation industry’s communications, marketing, and customer experience professionals and programs. Last year, DAL won in the Special Events and Customer Experience Programs - Medium Airports categories for its Pride Month Sip and Paint event and Captain Kiddo program, respectively. These repeat recognitions emphasize DAL's dedication to creativity, continuous improvement, and inclusion which translate into positive experiences for staff and passengers.
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