Representing the Nike Marketing Team, we received an offer from Port Authority for exclusive naming rights on a LaGuardia Airport terminal. Our task was to analyze the offer's potential benefits vs. risks, decide if it is profitable to pursue, and present our findings to Nike's Executive Board (our class). We conducted primary (in-depth interviews) and secondary research about offer, and presented findings and recommendations using PowerPoint, a short video, estimated ROI, and quotes from interviewees

1. Nike Terminal
April 30, 2013

2. Agenda
 Introduction to the New York Marketing/Advertising Team
 Purpose
 Opportunity
 Objective/Goals
 Benefits of airport ads
 Cost to Nike
 Potential Revenue generated
 Ad agency
 Displays
 Closing statements

3. Nike’s Marketing Team: Who we are
Jamel D.
Nelson
President of
Marketing
Research
Eyal Shahar
Vice President of
Marketing
Joicy Acauro
Marketing &
Product Research
Shaniann
Flores
Lead Financial
Officer
Emily
Soniperasud
PR & Events
Coordinator

4. Nike Terminal

5. Dream Big

6. PURPOSE OF MEETING

7. Opportunity
New York/New Jersey Port Authority has decided to lease one of
their terminals for the first time ever.
Offer includes
 Five year lease
 Option to have Terminal B
called Nike Terminal
We will have access to:
 Four concourses
 2 three-story wings
 1 four-story central station
 12 or more large displays
 750,000 square ft. of floor
space

8. LAGUARDIA AIRPORT
BACKGROUND

9. Airport Overview
Four Terminals 19 Airlines
24 Million
passengers
(2011)
Services Delta,
US Airways &
United,
American
Airlines
* Service companies like Delta (1.4 Billion in renovations), US Airways and United, American Airlines

10. 10

11. 11

12. 12

13. 13

14. 14

15. LGA Traveler Profile
 43% - Business Passengers
 $119,000 - Average household income
 $637,000 - Average Market Value of Owned Home

16. 16

22. PROJECT PLAN

23. Thorough
Industry
Research
Identify
Growth
opportunities
 Utilized Industry’s
publications and
websites
 Performed In-Depth
Interviews
 Completed Consumer
survey
 Contacted Ad
Agencies
 Evaluated consumer
feedback
 Assessed financial
impact
 Identified vision and
future opportunities

24. Benefits of Airport Advertisements

25. Airport
 Considered a cosmopolitan environment
 Gateway to the planet
Consumer
 Expects to dream in airports
 Enjoys browsing airport advertisements
Brand
 Image of modernity and innovation
 Foster feelings of prestige
Perceptions In The
Airport

26. Nike doesn’t advertise very much
 Consumers are actually eager for more Nike advertising
Low knowledge of new Nike products
 Airport offers opportunity to educate consumers on Nike
Lack of excitement for Nike products
 Airport can showcase latest Nike innovations
Consumer Feelings

27. POTENTIAL REVENUE

28. 28
Potential Growth Opportunity
2012
2013
2014
2015
2016
2017
$24.10
$31.00
$40.00
$52.00
$67.00
$87.00
Chart figures show in billions $
 Airport passengers are
three times more likely to
spend on items costing
$500 or more

29. Super Bowl
2014
Expected to generate $500 - $600 for
local economy
More than 100,000 football fans are
expected to travel to New York/New
Jersey
Nike generated 23.4 billion

30. COST
 Port Authority $5 million per year
 $600,000 per year on advertisement
 $180, 000 per year agency fees
JCDecaux - International media and communications
company founded in 1964. Number one outdoor
advertising specialist in the world, as well as the
market leader in Europe and in Asia Pacific
Blue Line Media - Advertising company that offers
advertising media in 300 cities across the United
States

31. VISION OF AIRPORT DISPLAYS

32. Nike Terminal Displays
 Airport Banners
 Backlit Diorama (Gate/Terminal,
Baggage Claim)
 Posters
 LED Flat Screen TV for Nike
 Life-Size boards of celebrities
 Nike logo on each Nike Terminal E- ticket

33. Serena Williams Maria Sharapova

34. Nike’s Recommended Products
 Nike’s Fuel Bands
 Super bowl Jersey’s
 In season products
 Introduce new celebrity products

35. FUTURE OPPORTUNITIES

36.  Retail space
 Partnerships with other airports across United States
Future Possibilities

37. CLOSING STATEMENTS

38. Now, Let’s review:
Once in a life
time
opportunity
Access to
massive
advertisement
Positive
consumer
response
Company
growth

39. “I think Nike should have one, they beyond deserve
it.
Also it will bring much needed jobs to NYC.”
“It would be something unique; I would feel that
Nike wants to promote their products in a different
way than others.”
“If it’s done in a way that creates a "WOW" moment
in my mind, then I will become very excited as a
consumer.”
“Makes sense since people want to travel
comfortably”
Consumer thoughts