JFK The New T1 RFP
CATEGORY: Business Development
01. The Challenge
Creating a Request for Proposal (RFP) submittal for The New JFK Terminal 1 was a formidable challenge, one that demanded a nuanced approach to capturing the essence of New York and translating that vibrancy into a compelling presentation. Our goal was to not only meet the technical requirements but also to convey an immersive experience that would resonate with the terminal’s diverse audience.
In essence, the challenge was to ensure that every element of our RFP submittal—both video and print—worked in harmony to reflect the heartbeat of New York and illustrate DUFRY’s deep connection with its clientele. It was about creating a narrative that was as dynamic and multifaceted as the city itself, capturing its essence in a way that would resonate deeply with both the evaluators and the terminal’s future visitors.
02. The Solution
To truly bring the spirit of New York to life, our strategy hinged on a dual approach: a visually engaging video and a thoughtfully crafted editorial print. The video needed to be more than just a showcase of DUFRY Duty Free’s offerings; it had to evoke the energy, sophistication, and dynamic pace of New York itself. We envisioned it as a cinematic journey through the city, highlighting iconic elements that align with the New York experience, all while seamlessly integrating DUFRY’s commitment to high-quality service and products.
The editorial print component required an equally meticulous touch. We needed to weave a narrative that not only informed but also inspired. The content had to reflect the vibrant culture of New York, while simultaneously positioning DUFRY Duty Free as a brand that understands and caters to the diverse and discerning tastes of international travelers. Our editorial approach focused on showcasing DUFRY’s deep knowledge of its target audience, using rich imagery and evocative language to paint a picture of an elevated shopping experience that feels uniquely New York.
