Changing Perceptions for one of the World’s Biggest Airports
One of North America’s busiest airports was consistently facing issues when it came to traveler experience and public perception. An unexpected viral incident involving the CEO at a press conference exacerbated these challenges, placing the airport’s recent performance in the spotlight.

Approach
We immediately started measuring reputation through the activation of ChangeMakers’ Reputation Score®, allowing for real-time tracking of progress and success. This allowed us to understand and address the specific pain points travelers had with the airport. This was paired with a revamp of the airport’s digital brand strategy, telling their story in a more compelling and engaging way. Lastly, heightened attention was given towards executive profiling for the airport’s leadership team, specifically their CEO.
Results
40% increase in the airport’s Reputation Score and a 70% increase in the CEO’s Reputation Score in just three months. Six months into the engagement the Airport recorded the highest Reputation Score® among industry peers being measured. Engagement rates on owned content were up more than 50% across the board. More than a year later, the Reputation Score® remains a cornerstone KPI for the Airport and its CEO.