One of the largest international airlines was preparing to announce its plans of a $30 million, 18-month-long project to enhance the premium ground facilities at JFK International Airport’s Terminal 7 in New York City. The company wanted to drive broader awareness around its fleet and recent upgrades for the terminal redevelopment. As a result of the investment for the project, our team carefully planned a strategic set of media activities to ensure maximum media engagement around the airline redevelopment.
Making the initial impact
To kick off the announcement, we hosted a news conference at JFK with the CEO at the time who addressed media, customers and executives of JFK retail and concession outlets to unveil the new terminal plans. This included creating a new premium check-in pavilion, building enhanced and dedicated check-in areas, renovation of terraces, and airline lounges. The announcement was followed by breakout sessions for the media including a real-life First-Class experience aboard one of the jets, a first look at the new retail outlets and concessions, and complimentary treatments at Elemis Spa. All media ended their breakouts by enjoying a gourmet lunch, courtesy of Todd English at his new Bonfire restaurant.
Reaching the Top Tier Media
As a result, our team secured media attendance to the event from 20 print, broadcast and wire reporters and photographers representing top-tier business, travel and local news outlets. We generated media coverage from both the event held at JFK as well as the overall announcement in more than 50 publications garnering more than 17 million media impressions including the Associated Press, CNBC, Crain’s New York Business, Dow Jones, Los Angeles Times, Newsday, The Wall Street Journal and Yahoo! Finance, among others.