Case Study: Unibail-Rodamco-Westfield shapes the future of JFK Terminal 1 with The Yard Creative

Unibail-Rodamco-Westfield reimagines JFK Terminal 1 with The Yard Creative, backed by research from 13 countries and 87% early arrivals

The Yard Creative was engaged by Unibail-Rodamco-Westfield to help shift mindsets and define a new strategic vision for the customer experience at JFK Airport's Terminal 1, aiming to set a new industry benchmark for 2035. The challenge was to entice travelers back after a highly disruptive period for air travel and to compete with the vibrant retail of New York City.

The Yard Creative conducted extensive granular secondary research and original consumer studies across thirteen countries to understand traveler behavior. They developed a new strategic vision centered on the mantra "JFK – see it your way," which promised a highly tailored airport experience. The strategy was so integral to the client's vision that The Yard Creative was asked to transform it into a 'little black book' publication to inform all future decisions.

Unibail-Rodamco-Westfield