JetBlue Takes Humanity to New Heights with Innovative 'Air on the Side of Humanity™' Advertising Campaign
April 02 2014 - 6:00AM
Marketwired
JetBlue Takes Humanity to New Heights with Innovative 'Air on the
Side of Humanity™' Advertising Campaign
New Ads Showcase the Challenges of Modern Air Travel by Giving a
Voice to the Most Overlooked, Unappreciated Frequent Fliers of All,
Pigeons
NEW YORK, NY--(Marketwired
- April 02, 2014) - JetBlue Airways (NASDAQ: JBLU) today launched a new spring
advertising and marketing campaign, 'Air on the Side of Humanity,'
to remind customers there is a better way to fly. With TV spots
running in Boston, Fort Lauderdale and New York and multi-channel
components, the new campaign leverages the plight and perspective
of the most overlooked fliers of all - pigeons. The end result is
an integrated campaign that flies in the face of conventional
airline branding with JetBlue making a bold statement about siding
and flying with humanity.
The 360-degree campaign includes TV, online advertising, a first
of its kind web video series, microsites, mobile, social,
experiential and out-of-home advertising, all dedicated to
entertain and bring JetBlue's Inspire Humanity mission to life.
"We have built the airline you would have built for yourself, by
offering what other airlines don't - lots of legroom, friendly
crewmembers, unlimited free snacks, free entertainment at every
seat, Fly-Fi and more. Giving customers all of the comforts of home
while in the air," said Marty St. George, JetBlue's senior vice
president of marketing and commercial strategy. "This campaign is
meant to encourage travelers to pause and consider the type of
experience they want and deserve while flying."
In the campaign, JetBlue delivers multi-media narratives from
the perspective of a pigeon that draw playful comparisons on how
people are treated by other carriers including cramped spaces,
limited snacks, flying on someone else's schedule and the feeling
of being ignored.
The 'Air on the Side of Humanity' campaign expands with new
components including an experiential launch event in New York City
and a video series collaboration with Funny Or Die, extending the
metaphor at the center of the 'Air On The Side of Humanity'
campaign.
The media strategy is video-led (television and online)
featuring both long- and short-form messaging, the web series
created in partnership with Funny Or Die, custom JetBlue-branded
and curated Spotify playlists, an interactive mobile rich media
experience utilizing accelerometer functionality to entice audience
interaction, and custom Buzzfeed posts with messages tailored to
each market.
In a five-part video series entitled "Shoo's Bird's Eye View,"
JetBlue and Funny Or Die collaborate for branded vignettes that
highlight a pigeon's unique point of view and bring a playful tone
to both the triumphs and trials of humans. The humorous shorts live
on JetBlue's digital experience and social hub, CentralPerch, as
well as FunnyOrDie.com, and leverage the social media
footprint of the two brands through social activation and
promotion. In this series that begins today and continues
throughout the month with new content weekly, JetBlue celebrates
the things that make us human, demonstrating its continued
commitment to inspiring humanity and showing what sets JetBlue
apart from all other airlines and service-centric brands.
Beginning on April 2, JetBlue, New York's Hometown Airline™
brings the campaign to life with New Yorkers with an experiential
teaser activation where model pigeons are being placed around
favorite city hot spots, emulating a grassroots event on behalf of
underserved fliers. Passersby will socially interact via a hashtag.
Across the market, disruptive print executions will feature
floating ads demonstrating key features of the JetBlue experience,
while commuters will experience transit media takeovers in subways,
bus shelters, taxi tops and on taxi television. A regional section
takeover features a high impact push down unit while cross-device
HTML 5 synched digital media units will roll out on select digital
channels.
Rounding out the campaign in Boston and Florida, consumers will
experience similar disruptive print executions in the Boston
Globe, Fort Lauderdale Sun Sentinel and Miami Herald
and interactive homepage takeovers on Boston.com and
MiamiHerald.com - where it's first-to-market. Boston will bring
back a first-to-market execution of pigeons riding atop taxi tops
and expand with Out-of-Home strategically positioned to reach the
business traveler, while Florida will reach Hispanic audiences via
television and digital executions across Univision, Telemundo and
Telefutura networks.
The creative, media and online experiences were led by Mullen's
Boston office, JetBlue's agency-of-record since 2010.
Customers can view the TV spots here and tune in weekly to
Shoo's Bird's Eye View here.
About JetBlue Airways
JetBlue is New York's Hometown Airline™ and a
leading carrier in Boston, Fort Lauderdale/
Hollywood, Los Angeles (Long
Beach), Orlando and San
Juan. JetBlue carries 30 million customers a year to 85
cities in the U.S., Caribbean and Latin
America with an average of 825 daily
flights. JetBlue was the first U.S. airline to allow
customers to use their personal electronic devices throughout all
domestic flights. With JetBlue, all seats are assigned, all
fares are one-way, and an overnight stay is never required. For
more information please visit JetBlue.com.
Media ContactJetBlue - New YorkTel: +1 718 709
3089corpcomm@jetblue.com
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