JFK International Airport's Terminal 4 is a central gateway in NYC servicing millions of global travelers.

Brand: Drive global brand engagement and restore consumer confidence in traveling through T4 during the summer season.

Commercial Sales: Increase passenger retail and activation exploration, driving spillover sales within the corridor where the experience was strategically positioned.

Post-Pandemic Travel Hesitancy

Physical passenger traffic was beginning to increase, but according to passenger sentiment data, total travel confidence remained highly fragile and uncertain.

I developed a 35-Foot collaborative mural to inspire passengers on possible globetrotting adventures, and leave participants authentically wondering, “Where will I go next?” as they boarded their flights.

Showcased: The New 7 World Wonders (Machu Picchu, The Great Wall of China, Chichén Itzá, Petra, Christ the Redeemer, the Colosseum, and the Taj Mahal) alongside global icons like the Statue of Liberty, Eiffel Tower, the Louvre, and the Fushimi Inari Shrine.

Passengers of all ages were invited to physically color the mural and walk away with a custom coloring book souvenir to continue their journey.

The activation successfully captured passenger attention throughout the high-traffic summer season, providing a comforting, stress-relieving interactive experience. Targeted foot traffic goals were met, boosting retail visibility and driving adjacent retail spillover sales.

This experience tied T4 directly to the world's most aspirational milestones, successfully reinforcing the terminal's position as a gateway to unforgettable experiences.

I conceived, developed, and led end-to-end execution for the experiential initiative. Also managed the alignment between experiential design, brand messaging, and terminal operations to meet activation goals.