JFK Welcome Graphics
Welcome to New York campaign at JFK airport in New York City. Creative Direction: Emily Lessard.
JCDecaux owns the media at NYC airports. They asked NYC & Company to provide the “filler” graphics posted when media is unsold. The first assignment was for 37 placements scattered across five terminals at JFK.
Make a bright, inspiring welcome that stands out against the airport architecture. There were two parts: multi-language greetings and vibrant cityscapes. We created the entire campaign in-house, including the 150+ borough-specific illustrations that make up the cityscapes. The messaging and languages correspond with the airlines arriving/departing nearby. For instance, “See you soon” messaging is placed near the ticketing counters, while “Welcome” is near customs and baggage claim.
The campaign became an art installation that stretched the length of 3.5 football fields. JCDecaux was so thrilled they offered up another 48 panels.