The Moodies – Brand/In-House Team


Brand/In-House Team of the Year

Winner

Dublin Airport

Over the past year, Dublin Airport’s in-house team has led a consistent flow of relevant and effective communication initiatives, playing a pivotal role in elevating the airport’s brand and reputation.

In response to the challenges posed by the pandemic and the subsequent rebound in air travel, the team’s primary focus has been to rebuild passengers’ trust in and affinity towards Dublin Airport. This involved a well-thought-out calendar of events, round-the-clock social media engagement and a dedicated effort to simplify passenger experiences.

Establishing an empathetic brand persona – which focuses on Dublin Airport being personable, informative and engaging on established social media platforms such as X (formerly Twitter), Facebook, Instagram and TikTok – allowed the team to engage with its key audiences. The strategy encompassed maintaining a distinct personality, celebrating successes and collaborating with partners, airlines and stakeholders.

Notable events over the past year included the visit of US President Joe Biden and Air Force One, around which the airport team built a social media strategy that delivered more than four million views. The visit involved partnership with the Irish and US governments, so the airport worked closely with stakeholders to ensure seamless coordination of media activity.

The team also maximised the potential for brand enhancement presented by activities at Dublin Airport, such as the departure of Ireland’s Women’s football team to their first World Cup finals in Australia, as well as the departure and arrival of Ireland’s Special Olympics team.

Coordinated communication: The Dublin Airport media team

An in-terminal programme of passenger entertainment around occasions such as the St. Patrick’s Day Festival provided other opportunities for social media content creation. The airport organised activities such as Irish dancing, live music and interpretative dance to keep travellers engaged. For Christmas, 1,000+ performers from local schools and choirs offered a heartwarming welcome to arriving passengers.

In the 12 months to July 2023, Dublin Airport tweets reached a total of 49 million people. This included a mix of creative and informational posts, such as those made to notify passengers about adverse weather conditions and other crises. In one year, its X (formerly Twitter) following increased from 46,000 in July 2022 to almost 450,000.

Dublin Airport joined TikTok in August 2022 and reached 20,000 followers within 11 months. The airport’s presence on Instagram surged from 55,000 followers to 116,000 in one year through the roll-out of competitions in partnership with airline partners.

One key example is the Christmas competition held in partnership with Etihad Airlines, which gave passengers a chance to win ‘The Trip Of A Lifetime To Abu Dhabi’. This campaign, operated in cross-platform social media format, generated more than 5.4 million impressions on Dublin Airport channels, and 150,000+ competition entries.

Dublin Airport’s in-house team has showcased its ability to embrace new channels while consistently engaging and building trust with stakeholders. The team celebrates not only the airport’s feats but also those of airline partners and business associates, creating a collective sense of achievement.

The team created social media content around events such as the departure of the Irish rugby team for the Rugby World Cup 2023 (image on the left), as well as St. Patrick's Day (right)

The Moodie Davitt eZine The Moodies 2023

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