JFK Terminal 4 (T4)

JFK International Air Terminal (JFKIAT) operates Terminal 4, one of the busiest international terminals in the U.S., serving tens of millions of passengers and more than 30 international airlines.

DoNYC & DoMORE

DoNYC is a leading New York City event-discovery and media platform. Its DoMORE membership gives members a complimentary pair of tickets to local shows and events every month.

Gateway to Local Experiences

Reposition T4 after COVID-19 as a gateway to New York City culture, live music, and local experiences, not only a point of departure.

Audience Engagement & Value

Give T4 passengers and its digital audience an exclusive, high-value perk that deepens loyalty and keeps the terminal top of mind between trips.

Post-Pandemic Repositioning

As travel returned after COVID-19, T4 needed to give passengers new reasons to engage with the terminal and to strengthen its position as a gateway to local experiences.

Diverse Audience

The offer had to appeal to international travelers and greater NYC locals alike, across a wide range of interests, ages, and travel patterns.

Exclusive $1 Membership Offer

Structured a T4-exclusive DoMORE offer that gave passengers and the terminal’s digital audience three months of membership for $1, a low-friction entry point to the city’s live-music scene.

Monthly Live-Music Rewards

Each month, members received a complimentary pair of concert tickets, giving them a recurring reason to explore new venues, discover emerging bands, and associate T4 with New York culture.

Multichannel Promotion

Launched the offer with co-branded T4 x DoNYC creative across the terminal’s digital channels, social media, and DoNYC’s audience to drive sign-ups.

Extended Partnership Value

The program evolved T4’s partnership with DoNYC from one-off activations (Forest Hills Stadium, Governors Ball, and Winter Jazzfest) into an always-on membership that kept T4 in front of New York’s live-music audience year-round.

Local Brand Affinity

By pairing a low-cost entry point with monthly rewards, the initiative positioned T4 as a gateway to New York experiences and built affinity with local audiences beyond the trip itself.

As Marketing Director, I extended JFK T4’s partnership with DoNYC into an always-on membership offer, owning the program end-to-end from deal structure and offer design to co-branded creative, multichannel promotion, and performance tracking. I aligned terminal and DoNYC stakeholders on scope, timelines, and messaging to position T4 as a gateway to local New York experiences.