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JetBlue Airways
JetBlue for Business Travel

RAN IN: United States

CLIENT
JetBlue Airways

Elizabeth Eelman - Advt. Manager
Jaclyn Klein - Advt. Analyst

AGENCY
Mullen *Lead Agency

Allan Apjohn - Sr. Media Planner
Tracy Barahona - Digital Media Supervisor
Chip Cook - Acct. Director
Brian Leech - Assoc. Creative Director
Hannah Moore - Sr. Acctt Executive
Lisa Neary - Sr. Producer
Sam Renbarger - Sr. Brand Strategist
Allison Rude - Assoc. Creative Director


SUMMARY

Built on the leisure traveler, JetBlue recognized that to compete in the future, they needed to bring business customers into the fold. A research-driven insight of not all suits are cut from the same cloth; in fact most dont consider themselves suits at all, led us to view our targets needs in a different way from the category. We took a contrarian approach to our creative, demanding humanity be brought back to business travel. In the end, we not only changed perceptions, but also shifted share aware from the competition.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Interactive, Social Networking Sites/Applications, Mobile/Tablet, OOH,Mobile site and desktop microsite

Audience: New Audience

Objectives: Gain new customers

Type: Business to Consumer

Classification: Regional

Language: English