Award Categories
PEGGY G. HEREFORD AWARD
The Peggy G. Hereford Award, presented annually since 1990, reflects the professional attributes of its namesake. A founding member of the Airport Operators Council International’s Marketing and Communications Committee— the forerunner of the ACI-NA Marketing, Communications and Customer Experience Committee— Peggy sought to capture the energy of aviation and unleash it to the world.
She served as the Public Affairs Director at one of the world’s busiest airports, Los Angeles International, and elevated the profession of public relations in the aviation field to new heights. A creative woman, natural leader and dynamic personality, Peggy inspired others to achieve the same.
The Peggy G. Hereford Award is given to the airport that receives the most first-place wins and honorable mentions across all categories. It honors creativity, effectiveness in reaching audiences with a message, and the overall scope of an airport’s effort in marketing and public relations. Its goal is to spotlight the commitment and dedication of the contest’s most decorated team each year that— in its own way— is the best that the industry has to offer.
To be eligible for the Peggy G. Hereford Award, an airport must submit entries in at least three (3) categories.
BEST IN AIRPORT PARTNERSHIPS AWARD
This award recognizes the value of partnerships between airports when undertaking marketing, public relations, and customer experience initiatives. Entries should demonstrate how airport teams worked together to plan and execute initiatives within the marketing, public relations, or customer experience discipline areas. Each entry should also demonstrate measurable successes. Airports that collaborate on campaigns and projects together will submit one unified application. Each airport listed the winning submission will be recognized during the awards gala dinner.
MARKETING CATEGORIES
Annual Reports
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. Please submit a PDF document of the annual report.
Brand Identity
Entries in this category should demonstrate the visible elements of an airport’s brand that together identify and distinguish the brand in the minds of airport passengers. Please submit attachments that include elements such as colors, design, logotype, name, and symbol.
Digital Advertising
Entries in this category include web and social media ads promoting the airport, including giveaways, contests, and other promotional initiatives. Include images of the ads and relevant results from the campaign, including intended audiences, platforms, and analytics.
Partnering with Carriers
The ever-changing nature of the aviation industry has created opportunities for airports and airlines to work together. Submit documents that portray and/or describe programs or events that show how your airport has cooperated with airlines for the good of both entities and the community. Entries will be judged on innovative approaches and effectiveness of the efforts.
Print Communications
Brochures and print advertising may be general or targeted to a specific event, industry segment, or special offer. Please indicate where, when, and how long the ad ran. Submissions will be judged on design, content, and success at connecting with a target audience and producing desired results. Please submit PDF documents.
Promotional Items
This category recognizes successful results of using merchandise to promote the airport or a specific initiative. Use your discretion in displaying your entry and submit it accordingly (i.e. pictures of giveaways, descriptions, etc.).
Radio Advertising
Ads may be general or targeted to a specific event, industry segment, or special offer. Please submit ads using audio files, include a transcript, and indicate where, when, and how long the ad ran.
Video/Film Productions
This category recognizes best overall production of an airport video, film, web commercial, or television commercial. Videos may be general or targeted to a specific event, industry segment, or special offer. Please submit ads using video files or link(s) to video(s) on a website or a video sharing website like YouTube. Include a transcript, and indicate where, when and for how long the ad ran. Judges will only review three to five minutes of each production, so edit video as needed. Explain your target audience in detail.
Overall Marketing Programs (Large Airport, Medium Airport, and Small Airport)
Define your product or service – its features and benefits in detail – and create a strategy for communicating the message that will produce growth. Marketing programs should contain at least three tactics or components. Detail the results. This award will be given in three categories: Large Airport, Medium Airport, and Small Airport.
PUBLIC RELATIONS CATEGORIES
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. Please submit photos, PDF brochures, and/or any other document that describes the outreach program.
Newsletters
Entries should demonstrate consistent delivery of varied content relevant to target audiences and engaging design. Entries in this category can be either internal or external publications and can be produced in either electronic and/or printed formats. Please submit PDF documents of newsletters.
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. Campaigns can include Internet forums, message boards, blogs, and podcasts. Please submit links to Facebook, Twitter, Instagram, and other social media accounts, and describe in detail the strategies, methods, and tactics for using these tools.
Special Events
Entries in this category must have a time limit and must have occurred sometime between September 1, 2022 and August 31, 2023. They cannot be an ongoing event, nor can they predict what will happen at a future event. Please submit photos, PDF brochures and/or any other document that describes the event.
Responsive Communications
Communications surrounding any irregular or otherwise unscheduled operation or event, either internal or external, are eligible in this category.
Websites
This category recognizes outstanding website from a design, communications, accessibility, and navigation standpoint. Entrants must demonstrate the website’s overall effectiveness. Please submit the link to your website and, if necessary, any passwords to view. Submissions that include new or special features introduced within the past year are encouraged.
Overall Public Relations Programs (Large Airport, Medium Airport, and Small Airport)
This is a planned effort to improve the airport’s image in the public eye. Include goals, objectives, strategies, and tactics, as well as advertising, publicity (i.e. press releases, conferences, coverage, ...), customer success stories, events, and other relevant campaign elements and metrics. Public relations programs should contain at least three tactics or components. Detail the results. This award will be given in three categories: Large Airport, Medium Airport, and Small Airport.
CUSTOMER EXPERIENCE CATEGORIES
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. For mobile apps, submit instructions for viewing/downloading the app and a list of the app stores where it can be accessed. For other innovations, include photos or videos of the technology in use.
Partnering with Concessionaires/Service Providers
As airports work to enhance the customer experience, there are many opportunities for airports and concessionaires/service providers to work together. Submit documents, photos, and videos that describe programs or events that show how your airport has cooperated with concessionaires for the good of the airport, passengers, and the community. Entries will be judged on innovative approaches and effectiveness of the efforts. Entries must also include statistical data to demonstrate the effectiveness of the partnership for the airport, passengers, and/or the community.
Overall Customer Experience Programs (Large Airport, Medium Airport, and Small Airport)
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. Please identify why your airport implemented the program; what prompted the initiative; what information was important in developing the program; the goals of the program; and how you measured its success. This award will be given in three categories: Large Airport, Medium Airport, and Small Airport.