Dallas Fort Worth International Airport
Strategic Communications, Rebrand Rollout & Communications Department Reorganization
Client: Dallas Fort Worth International Airport
The Challenge
When Dallas Fort Worth International Airport (DFW)—then the 10th busiest airport in the world—launched a bold new brand, it was more than a logo change. The shift from the long-familiar blue-and-green identity to a vivid orange was designed to signal a new era of growth, innovation, and global stature. But bold rebrands carry risk—especially in a high-profile, highly regulated industry like aviation.
DFW needed a trusted communications partner to shape public perception, manage national and international media coverage, and help realign internal communications across a massive workforce that included 2,000 board employees and more than 200,000 airline and contractor personnel.
Our Approach
Pavlik and Associates served as a strategic communications subcontractor to Pavlov Advertising, the prime contractor leading DFW’s overall rebranding and promotional efforts. Drawing on our extensive experience in aviation environments, we provided targeted support in strategic messaging, media relations, internal communications, and stakeholder engagement.
Before the brand reveal, we conducted a comprehensive communications audit and developed a strategic plan to guide media outreach and message development. We tailored story angles to highlight the new brand’s relevance to every part of the traveler experience—convenience, customer service, dining, parking, entertainment—while staying aligned with DFW’s broader positioning goals.
Following the launch, our team led six months of real-time media monitoring across print, broadcast, digital, and social channels. We worked directly with media outlets to ensure key messages were captured accurately and proactively followed up to correct or clarify where needed.
We also led the reorganization of DFW’s internal communications department, aligning external-facing strategies with internal systems to ensure consistent messaging throughout the organization.
Highlights included:
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A full audit of DFW’s expansive media contact database to improve targeting
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Real-time coverage monitoring and editorial follow-up to reinforce strategic messaging
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Internal department restructuring to improve coordination and responsiveness
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A high-profile public relations campaign that broke a Guinness World Record with 712 participants signing a giant football at DFW’s first-ever NFL tailgate event
The Impact
The rebrand launched to strong public and media reception, earning coverage in ABC, CBS, NBC, and the Dallas Morning News, among others. Public understanding and enthusiasm for the new brand grew steadily, supported by clear, consistent messaging and well-coordinated media outreach.
Internally, DFW emerged with a more efficient and unified communications operation, better equipped to manage high-visibility initiatives in a complex aviation environment. The Guinness World Record campaign created a high-energy, widely publicized moment that helped bring the brand to life and connect with travelers in a fresh, memorable way.
Services
Provided
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Strategic communications planning
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Brand messaging and aviation-specific narrative development
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Communications audit and stakeholder analysis
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National and international media monitoring
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Editorial outreach and follow-up
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Internal communications department reorganization
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Public relations campaign planning and execution
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Stakeholder engagement and coordination
Project Partners
Pavlik and Associates collaborated with Pavlov Advertising, the prime contractor responsible for DFW’s overarching marketing and public relations strategy. While Pavlov managed branding, advertising, and promotional campaign development, Pavlik delivered focused leadership in media relations (from hyper local to international media), strategic communications, and internal alignment during a pivotal period for the airport.