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JetBlue Airways
Election Protection

RAN IN: United States

CLIENT
JetBlue Airways

Marty St. George - SVP, Mktg. & Commercial Strategy
Lisa Borromeo - Director, Advt. & Brand
Elizabeth Eelman - Manager, Advt.

AGENCY
Mullen *Lead Agency

Keith Lusby - SVP, Group Media Director
Drayton Martin - SVP Group Acct. Director
Jack Collier - Sr. Copywriter
Dan Madsen - Sr. Art Director
Sam Renbarger - Assoc. Strategy Director
Tim Vaccarino - Executive Creative Director
Dave Weist - Executive Creative Director


SUMMARY

JetBlues inspiring humanity commitment has become its North Star both on and off the ground. Demonstrating humanity during the divisive 2012 presidential election, JetBlue provided its customers Election Protection a proposition that called peoples bluff on the popular joke: If [my candidate] doesnt win, Im leaving the country. At a time when nearly half the country risked losing big, we gave them an escape route and a reason to smile. Our efforts seized a cultural moment in a uniquely JetBlue way, driving buzz while increasing brand favorability and preference.

CASE STUDY

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CASE VIDEO


Hero Medium: Guerrilla

Medium Featured On Video: PR,Interactive,TV

Audience: New York Fliers

Objectives: Increase brand favorability

Type: Business-to-Consumer

Classification: Regional

Language: English