Richards Becomes First Agency For Dallas/Fort Worth Airport

The Richards Group here was named the first agency of record for Dallas/Fort Worth International Airport after a review process that started in April.
Several area shops returned a request for proposal, with the field narrowed to three finalists, according to an airport representative.
Vince Bove, account supervisor at Richards, said the agency’s first assignment is to assist the client in its efforts to lure additional airline partners. Bove said the airport has worked with different shops on a project basis in the past but has not employed an agency of record.
Richards’ work will utilize various media, including print and direct mail. Print work will likely be image-based, educating individuals on the scope of the airport’s operations. DFW International Airport is the third busiest in the world in terms of passenger traffic.
Annual billings for the account were undisclosed, though sources said it would likely be less than $1 million initially.
“Some people asked why we would go after what looks like a small account,” Bove said. “We think the airport has a great story to tell.”
Richards is currently defending the $30 million domestic account of Continental Airlines and also handles work for Learjet.
“We were searching for an agency with complete capabilities, one that understands the airline industry,” said Joe Lopano, managing director of air service development. “We have found a full marketing partner in The Richards Group.”