New York-area airports are offering a variety of special products and promotions to tempt the thousands of people traveling to the area this week for the Super Bowl.
“We really wanted to create a surprise and delight type of experience and exceed any expectations the passengers had,” says Eileen Hanson, vice president of marketing for Westfield. “We wanted people to feel like they’ve already begun the Super Bowl experience, even though they’re nowhere near the stadium.”
Westfield, which manages Terminal 8 at John F. Kennedy International (JFK) and all three terminals at Newark Liberty International (EWR), has integrated Super Bowl-themed retail, food and beverage, and entertainment into its offering this week as travelers flood the airports for Sunday’s big game.
Hudson Group is one of many retailers taking part in the game-related offerings, Hanson says, noting that the retailer has created multiple pop-up retail outlets to serve the increased numbers of passengers traveling to the New York area this week.
Others are also appealing to travelers with game-themed merchandising and events. Mitch Nadler, director of concessions programs for JetBlue Airways Corp., which oversees concessions at the airline’s Terminal 5 at JFK, says the lineup in the terminal ranges from selling licensed Super Bowl merchandise at Paradies-operated retail locations to cupcakes from Baked by Melissa in flavors representing both Denver and Seattle.
At LaGuardia’s (LGA) Terminal B, Marketplace Development also has a range of special events and offers.
“We’re thrilled to offer passengers special deals and 24-hour service as they travel through Terminal B for the big game,” says Lillian Tan, vice president and general manager.
Along with game-themed merchandise and food and beverage offerings, Marketplace Development also is generating excitement through contests and deals via social media, as well as more traditional coupons offered via its website.
At both JFK and EWR, passengers can also enjoy a unique game-related interactive experience.
“We’ve created ‘fan domes’ is several of the concourses whereby there’s a giant football field-like area set up with lounge chairs and foosball tables,” Hanson says. “We have Xboxes for passengers to play. We’ve brought in entertainment for the entire week, which started on the 27th, everything from local children’s choirs to jazz trios to create a really festive mood.”
At JetBlue’s Terminal 5 at JFK, Paradies has partnered with EA Sports to create an interactive experience and promotion on the grandstand in the terminal’s central marketplace. The “experience” includes a simulated field and goal post, Xbox consoles, photo opportunities and merchandise.
Throughout all three airports, deals abound for travelers.
“We’ve worked with our tenants to create special offers for all passengers,” notes Hanson.
Although promotions and events have been going on for the past couple of days – or in some cases, the past couple of weeks – the big travel days are expected to be Jan. 31 and Feb. 1, with departing travel at its peak Feb. 3.
