VP-Sales & Mktg.
Group Planning Dir.
Sr. VP-Sr. Part.
Sr. Acct. Dir.
Exec. Creative Dir.
When JetBlue first launched, the airline challenged industry
conventions. JetBlue brought humanity back to air travel, offering a
great experience for low fare and created many fans. Seven years
later, ambitious expansion led to growing pains, and JetBlue’s original
mission wasn’t so clear. This campaign is more than advertising – it is
a brand idea. Jetting has begun to re-establish JetBlue’s commitment
to crewmembers and customers and restore JetBlue’s role as
challenger of the industry.
FILL THE PLANE
Unique and ownable travel promotions are rare. To break through
the clutter, Orbitz needed to find a way to hold true to its positioning
of innovation while generating consumer engagement and buzz.
Social networks were used because they bring people together. This
campaign energized consumers to invite friends to join their virtual
plane for a race to the finish. The first group to fill its plane won a trip
for all 300 people. The promotion broke through the clutter within
the first 24 hours with buzz and consumer excitement.