Jetblue Design & Branding THE FLYER'S COLLECTION CATALOG by J. Walter Thompson New York

Category: Publications
Advertiser: JETBLUE
Product/Service: AIRLINE
Agency: JWT
Date of First Appearance: Dec 7 2009 12:00AM
Entrant Company: JWT, New York, USA
Chief Creative Officer: Ty Montague (JWT North America)
Chief Creative Officer: Harvey Marco (JWT New York)
Executive Creative Director: Wayne Best (JWT New York)
Creative Director: Jim Wood (JWT New York)
Design Director: Aaron Padin (JWT New York)
Creative Director: Matt Macdonald (JWT New York)
Creative Director: Mason Hedgecoth (JWT New York)
Art Director: Joseph Merkley (JWT New York)
Art Director: Tiffany Mckee (JWT New York)
Art Director: Ryan Wi (JWT New York)
Art Director: Vikas Bhalla (JWT New York)
Art Director: Subodh Samudre (JWT New York)
Art Director: Tiago Veiga (JWT New York)
Copywriter: Jon Morgan (JWT New York)
Copywriter: Bonnie Phil (JWT New York)
Copywriter: Rick Abbott (JWT New York)
Copywriter: Mike Maher (JWT New York)
Account Director: Kristina Lenz (JWT New York)
Print Producer: Stacey Horn (JWT New York)
Media placement: Digital Social Media Message - Twitter - 7 December 2009
Media placement: Digital Social Media - Facebook - 7 December 2009
Media placement: Transit Advertising - New York Subway - 7 December 2009
Media placement: Newspaper Inserts - Metro Newspaper - 14 December 2009
Media placement: Catalog Placement - Airport Bound Towncars - 7 December 2009
Media placement: Pop Up Store - Meatpacking District, NYC - 14 December 2009
Describe the challenges and key objectives
Our challenge was to get an airline noticed in the incredibly noisy holiday season. So we adopted the approach of something lots of people are interested in during the holidays—catalogues and gift guides. The Flyer’s Collection catalogue featured a high-end line of custom-made products that made flying any airline a bit more like the better experience you get on JetBlue. Our objective was to give holiday travellers a bit of a laugh while still reminding them JetBlue is the better airline.
Describe the brief from the client
Tell travellers in the busy holiday travel season that JetBlue is a better airline then the competition.
Describe how you arrived at the final design
JetBlue’s custom leather seats and free TVs are fancy, so we made our catalogue fancy. The entire look and feel was designed to be premium - from the thick-jawed model to the finish of our custom designed Robot. The end product reinforced the fact that the entire JetBlue experience was superior to what other airlines were offering.
Give some indication of how successful the outcome was in the market
The first print of catalogues was snatched up immediately from pop-up store and blogged about online. We made the first ever media buy in NYC towncars, reaching 150,000 people on the way to the airport. And hundreds of customers called JetBlue asking if they could buy our fictional products.