JFK IAT TERMINAL 4
The challenge: 

Even before the first shovel broke ground on the project, developers of the new, $1.4 billion International Arrivals Terminal at JFK Airport -- America's first privatized air terminal – turned to TMO to devise a long-term, strategic program that would achieve multiple goals.  They wanted to use our public relations and community relations skills to help ensure that construction would proceed on time and on budget.  They wanted us to conceive and manage a high-profile grand opening that would draw international media attention.  And the terminal asked TMO to carry forward a sustained public relations program that would help attract and retain airlines, retailers, and air travelers. 

The strategy: 

From the outset, TMO devised a communications program that tapped into our “strategic convergence” of skills.  The initiative has included media relations, business-to-business outreach, community relations, government affairs and marketing services.  TMO first devised a novel “Construction Without Disruption” strategic plan designed to help keep development on time and on budget.  We set in motion a creative community relations initiative designed to transform potential project foes into advocates.  As construction proceeded, TMO formulated and produced large events, including ambitious groundbreaking and ribbon-cutting ceremonies.  We produced high-quality newsletters, brochures and collateral materials.  And since the opening, the agency has vigorously promoted the signing of new airline leases, terminal milestones, and various news and feature pitch angles.

The results:

The public relations program helped ensure that construction stayed on schedule.  From the groundbreaking to the ribbon cutting through to the present, the public relations initiative has built a steady, positive image for the terminal.  TMO has attracted favorable coverage in Time, Newsweek, the Wall Street Journal, USA Today, the New York Times, national network and cable news programs, local dailies, travel trade press and business media.  With TMO’s help, Terminal 4 is now home to more than 50 airlines and boasts a thriving retail concourse and high passenger volume.  “Through strategic thinking and a highly capable staff, TMO has significantly helped us achieve our business objectives,” says a member of the Terminal 4 executive committee.  “Terminal 4 has gained recognition as the premier air terminal in North America, largely thanks to the skillful public relations and marketing strategies developed and implemented by TMO.”