The Challenge

JFKIAT is the operator of Terminal 4 (T4) at JFK Airport, the only privately-managed terminal in the U.S. After opening in 2001, and subsequently undergoing a massive $1.4B expansion for Delta Air Lines, which was completed in 2015, T4 was transitioning from a terminal operator focused on construction and expansion projects, to a company that could now focus on maximizing its efficiency and enhancing the customer experience for its 20M annual passengers.
Marino, with a long history of representing T4, was charged with shifting the public relations strategy to reflect T4’s changing needs. Marino developed an action plan to promote T4’s ease and efficiency for travelers, highlight the enhanced customer experience, bolster T4’s brand identity, and strengthen relationships internally and with external partners. The goal of the strategic communications program was to solidify T4’s reputation as the preferred choice for passengers, airlines, businesses and the community in the New York Metropolitan area.

The Solution

Marino devised a strategic communications program that included a robust media relations effort, corporate communications, and stakeholder relations.
Working closely with JFKIAT, Marino launched a monthly newsletter program, secured top tier media placements on innovative technologies and initiatives at T4, promoted the opening of new retail shops and restaurants, highlighted new airline carriers, and philanthropic efforts.

With 32 airlines, and an annual passenger volume of 20 million travelers, T4 is now widely recognized as the preferred choice for passengers, airlines, businesses and the community in the NY area. Marino’s ongoing communication strategy has enabled JFKIAT to be positioned as a leader in the management of one of the world’s busiest air terminals.
Media coverage has included a wide array of mainstream, business and trade outlets covering a host of topics from retail and restaurant news to special events and airline announcements.