JetBlue’s campaign delights commuters
The daily commute is no fun task, especially during the winter months. On cold drizzly mornings, beleaguered workers can only dream of being transported to a luxurious, sun-drenched location somewhere far away.
For a select few select commuters at Jamaica Station in Queens, New York, such wishes were granted thanks to airline company JetBlue’s latest experiential marketing campaign.
JetBlue teamed up with the Jamaica Tourism Board to produce a stunt that brought some light to a particularly grey day in the Big Apple.
In a bid to bring ordinary vacation advertisements to life, JetBlue created a mini beach and placed it right in the middle of the busy station, grabbing the attention of those desperate to be whisked away.
Complete with sand, palm trees, music and two enthusiastic JetBlue representatives, the make-shift beach successfully allured passers-by in and got them putting their feet up amidst the crowds.
Adding extra excitement to the stunt, JetBlue offered 15 free flights to Jamaica (the one that isn’t in the heart of Queens!), for those who were willing to swap in their train tickets and jet off that same day.
This fun experience highlights the brand as one that has its customers’ happiness at heart. And it’s not the first time it has used creative and impressive experiential marketing to bring such motives to life.
JetBlue’s US election themed stunt offered a plane full of people a free flight if they could work together to agree on the destination, and its Mint Room experience gave customers a taste of true luxury.
With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.