May/June 2023 - 19

TECHNOLOGY TALK
The content management system
maps flight data against custom
business rules that indicate what languages
should be played. An additional
layer of intelligence makes decisions
on the priority of the languages to be
shown at a given time. For example,
passengers from Colombia may be
less proficient in English than travelers
from Germany. Therefore, the
Spanish language has a higher priority
than German. The language priority
is configurable based on the origin
of the flight.
In addition to appearing in multiple
languages, the messages are animated.
For example, a car indicates the
way toward the exit while an airplane
shows the way to connecting flights
and gates.
" This helps with comprehension
and allows passengers to 'glance and
go,' " Ran said.
On the backend, deployment, configuration
and customization are Synect's
responsibilities and coordinated
with airport IT.
" The airport ensures we meet all of
their benchmarks around important
items like security, user acceptance
testing, and more, " he said.
Ran describes the CMS interface
as airport centric, designed specifically
for airport operations to run the
system. " The airport has complete
operational control of the CMS via
the Passenger360 user interface that
is customized to and optimized for
airport operations, as opposed to a
non-aviation-focused CMS, " he said.
DFW defines and oversees the
message. " Content adheres to DFW's
brand guidelines, including taxonomy
and iconography, " he continued.
" It is all part of a cohesive, consistent
content library that started at the
Terminal D Extension and expanded
to other displays at DFW. All backgrounds
are custom-created for and
approved by DFW, and they are used
across all the Passenger360-driven
screens at the airport to provide a
cohesive environment. "
In total DFW has approximately
1,300 to 1,500 screens. The Passenger360
system at DFW drives 37
LG screens.
They are located in Gates of the
Future in Terminal D and include four
LCD screens, six LED screens and 16
OLED screens. Multilingual digital
signage includes two LCD screens and
four LED screens.
In addition to the Terminal D
extension and multilingual wayfinding,
the CMS is used to drive a
concessions LED video wall in Terminal
D and displays in the " High
C " gates (C35 and C37). In Terminal
C, DFW wayfinding digital signage
includes four LED screens (two double-sided
displays).
be easily updated to adapt to changing
scenarios and needs at the airport, "
Ran added.
For its technical achievement and
visualization of dynamic, integrated
data, the multilingual wayfinding
project received two 2023 Digital
Signage awards. The global Digital
Signage Awards are an annual
international search for outstanding
campaigns, creative executions and
technical innovations, and remarkable
media or placement solutions in
the fields of digital signage, digital
out-of-home advertising and digital
visual experiences.
DFW was also selected for the
2022 Airport Service Quality (ASQ)
award for Best Airport that serves over
The content is dynamic and smart and is able to automatically update languages displayed
based on incoming the flights' countries of origin.
With the successful completion
of the now award-winning project,
Buchanan said, " Multilingual signage
has been expanded to other
areas like our new Terminal C renovation
project for our high-numbered
gates and is currently being
included in our designs for future
projects as well. "
" The solution goes far beyond
legacy digital signage solutions and can
40 million passengers in North America
by the Airports Council International
(ACI). The ACI ASQ award is
reflective of DFW's commitment to
providing a memorable and unique
customer experience to all who fly
through DFW.
Before the platform was put in
place, static, legacy digital signage was
used in the baggage recheck/customs
and for airside wayfinding. 
MAY/JUNE 2023 \ AVIATIONPROS.COM / 19
http://www.AVIATIONPROS.COM
May/June 2023

Table of Contents for the Digital Edition of May/June 2023
