WASHINGTON – Airports Council International-North America (ACI-NA) announced the recipients of the 2020 Excellence in Airport Marketing, Communications and Customer Experience Awards today during a virtual ceremony. San Francisco International Airport received the coveted 2020 Peggy G. Hereford Award, as the airport with the most overall recognition across the contest’s categories.
“North American airports responded swiftly to the unprecedented challenges presented by COVID-19 and took action to effectively communicate changes and new policies to passengers,” said ACI-NA President and CEO Kevin M. Burke. “The challenges brought about by COVID-19 have provided for opportunities for creativity and innovation across the airport industry. We applaud San Francisco International Airport in their efforts to work across the airport campus to develop and implement compelling approaches to airport marketing, communications, and guest experience. As we work to overcome hurdles brought on by the global pandemic, ACI-NA is pleased to recognize the creative work being done by our industry’s communications, marketing, and customer experience professionals.”
Since its formation in 1990, the Excellence in Airport Marketing, Communications and Customer Experience Awards have recognized the quality of work, abundance of talent, and creativity within the marketing, communications, and customer experience field of the airport industry.
“The Peggy G. Hereford Award is widely recognized as the highest honor an airport can receive in the public and media relations field,” said Airport Director Ivar C. Satero. “My thanks go out to our Marketing and Communications, Guest Experience, and SFO Museum teams for delivering excellence through campaigns that inform, educate and illuminate.”
Regarded throughout the airport industry as the highest honor an airport can earn for marketing, communications and customer experience excellence, the Peggy G. Hereford award recognizes overall creativity in communicating the airport’s message, effectiveness in connecting with audiences, and the overall scope of the airport’s effort in marketing and public relations.
As a founding member of the ACI-NA Marketing, Communications and Customer Experience Committee, Peggy G. Hereford championed the notion that adventure and the spirit of aviation should inspire the ways airports tell their stories to the world. She served as the Public Affairs Director at Los Angeles International Airport, where she was the first woman to head the public relations department for a major U.S. airport, retiring in 1977.
In addition to being named the 2020 Peggy G. Hereford Award recipient, San Francisco International Airport was awarded first place in the categories of Partnering with Concessionaries/Service providers, Print Communications, and Overall Customer Experience Programs (large airports).
2020 Award Winners
This category recognizes excellence in the design and publication of an airport’s annual report. The annual report should project a positive image for the airport through well-written and well-organized content, excellent design, and well-conceived overall packaging.
The 2020 winner for Annual Reports is Edmonton International Airport.
Best in Airport Partnerships
This award recognizes the value of partnerships between airports when undertaking marketing, public relations, and customer experience initiatives.
The 2020 winner for Best in Airport Partnerships is JetStream Music Fest, where the following 23 airports participated: Austin-Bergstrom International Airport, Lehigh Valley International Airport, Dallas Love Field Airport, Seattle-Tacoma International Airport, Albuquerque International Sunport, Minneapolis−Saint Paul International Airport, Pittsburgh International Airport, Portland International Airport, Louis Armstrong New Orleans International Airport, Milwaukee Mitchell International Airport, Yeager Airport, John Glenn Columbus International Airport, Jacksonville International Airport, Cincinnati/Northern Kentucky International Airport, Evansville Regional Airport, Asheville Regional Airport, Toronto Pearson International Airport, Savannah/Hilton Head International Airport, John Wayne Airport, Fresno Yosemite International Airport, Fort Lauderdale-Hollywood International Airport, San Diego International Airport, and Philadelphia International Airport.
This category recognizes excellence in demonstrating the visible elements of an airport’s brand that together identify and distinguish the brand in the minds of airport passengers.
The 2020 winner for Brand Identity is Colorado Springs Airport.
Community Education and Outreach
This category recognizes airports with the most creative and effective community outreach and aviation education programs conducted online, inside, or outside the airport.
The 2020 winner for Community and Education Outreach is Toronto Pearson International Airport.
Customer Experience Technology Innovation
This category recognizes passenger-facing technological innovations inside and outside the terminal including mobile websites, mobile apps, and other innovations with the best overall design, functionality, and clarity.
The 2020 winner for Customer Experience Technology Innovation is the Chicago Department of Aviation.
This category recognizes excellence in web and social media advertising that promotes the airport, including giveaways, contests, and other promotional initiatives.
The 2020 winner for Digital Advertising is Tampa International Airport.
This category recognizes excellence in print or digital newsletter communications.
The 2020 winner for Newsletters is Albuquerque International Sunport.
Partnering with Carriers
The ever-changing nature of the aviation industry has created opportunities for airports and airlines to work together. This category recognizes excellence in airport and airline partnerships in the areas of communications, marketing, and customer experience.
The 2020 winner for Partnering with Carriers is Calgary International Airport.
Partnering with Concessionaires/Service Providers
As airports work to enhance the customer experience, this category recognizes excellence when airports and concessionaires/service providers to work together.
The 2020 winner for Partnering with Concessionaires/Service Providers is San Francisco International Airport.
This category recognizes excellence in brochures and print advertising that may be general or targeted to a specific event, industry segment, or special offer.
The 2020 winner for Print Communications is San Francisco International Airport.
This category recognizes successful results of using merchandise to promote the airport or a specific initiative.
The 2020 winner for Promotional Items is Seattle-Tacoma International Airport.
This category recognizes excellence in radio advertising. Ads may be general or targeted to a specific event, industry segment, or special offer.
The 2020 winner for Radio Advertising is Mineta San José International Airport.
This category recognizes excellence in communications surrounding any irregular or otherwise unscheduled operation or event.
The 2020 winner for Responsive Communications is Pittsburgh International Airport.
Social Media Campaigns
This category recognizes campaigns that connect people through social media and allows them to be integrated in a product, service or overall airport experience.
The 2020 winner for Social Media Campaigns is Edmonton International Airport.
This category recognizes excellence in planning and executing unique special events in pursuit of the airport’s mission.
The 2020 winner for Special Events is Indianapolis International Airport.
Video and Film Production
This category recognizes best overall production of an airport video, film, web commercial, or television commercial.
The 2020 winner for Video and Film Production is Vancouver International Airport.
This category recognizes outstanding websites from a design, communications, accessibility, and navigation standpoint. Entrants must demonstrate the website’s overall effectiveness.
The 2020 winner for Websites is Long Beach Airport.
Overall Customer Experience Programs
This category recognizes excellence in overall approaches to delivering a superb airport customer experience. Eligible entries for this category include new elements to current programs, or new programs developed in the customer service arena that have significantly enhanced the overall passenger experience at the airport. This award is given in three categories: Large Airport, Medium Airport, and Small Airport.
The 2020 winners for Overall Customer Experience Programs are San Francisco International Airport (large airports), Winnipeg James Armstrong Richardson International Airport (medium airports), and El Paso International Airport (small airports).
Overall Marketing Programs
This category recognizes excellence in overall approaches to airport marketing and promotions by defining a product or service and creating a strategy for communicating the message that will produce growth. This award is given in three categories: Large Airport, Medium Airport, and Small Airport.
The 2020 winners for Overall Marketing Programs are Los Angeles International Airport (large airports), Milwaukee Mitchell International Airport (medium airports), and Lehigh Valley International Airport (small airports).
Overall Public Relations Programs
This category recognizes overall approaches to airport public relations and media relations. This is a planned effort to improve the airport’s image in the public eye. This award is given in three categories: Large Airport, Medium Airport, and Small Airport.
The 2020 winners for Overall Public Relations Programs are Los Angeles International Airport (large airports), Louis Armstrong New Orleans International Airport (medium airports), and Wilmington International Airport (small airports).