Jetblue Promo, Case study THE FLYER'S COLLECTION by J. Walter Thompson New York

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Industry Airlines
Media Promo & PR, Case study
Market United States
Agency J. Walter Thompson New York
Executive Creative Director Wayne Best
Creative Director Jim Wood, Aaron Padin, Matt Macdonald
Art Director Tiffany Mckee, Joseph Merkley, Tiago Veiga, Subodh Samudre, Vikas Bhalla, Ryan Wi
Copywriter Jon Morgan, Rick Abbott, Bonnie Phil, Mike Maher
Released December 2009

Credits & Description

Category: Best Use of Integrated Media
Advertiser: JETBLUE
Product/Service: JETBLUE 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)
Creative 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: Vikas Bhalla (JWT New York)
Art Director: Tiago Veiga (JWT New York)
Art Director: Subodh Samudre (JWT New York)
Art Director: Ryan Wi (JWT New York)
Copywriter: Jon Morgan (JWT New York)
Copywriter: Rick Abbott (JWT New York)
Copywriter: Bonnie Phil (JWT New York)
Copywriter: Mike Maher (JWT New York)
Print Producer: Stacey Horn (JWT New York)
Account Director: Kristina Lenz (JWT New York)
Art Buyer: Cheryl Masaitis (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 - 14 December 2009
Media placement: Catalog Placement - Airport Bound Towncars - 7 December 2009
Media placement: Pop Up Store - Meatpacking District, NYC - 14 December 2009
Results and Effectiveness
In just two weeks, over 2.6 million pedestrians saw the store. The initial print run of catalogs was snatched up within days, and the space was blogged about on influential New York real estate like Racked and Curbed. Visitors to the store were asked to visit the Flyer’s Collection site on Facebook which had the added effect of tripling the number of JetBlue fans.And hundreds of customers called JetBlue asking if they could buy our fictional products.
Creative Execution
We launched the Flyer’s Collection—a high-end line of products designed to make any flight a bit more JetBlue-ish. Products included: the Extrago Sherpa Shirt—allows you to wear your luggage instead of paying a fee to check it; Depth Goggles gave the wearer the illusion of having legroom and The Marshpillow offered travelers food and comfort at the same time.The Flyer’s Collection launched at the height of the holiday travel season with a pop-up store in the heart of Manhattan’s Meatpacking district. We also supported the campaign by distributing catalogs in car services headed to New York City airports, in newspapers and magazines, and with transit advertising across the city. Additionally, our Facebook application allowed users to browse the collection and share our products as virtual gifts to their friends. We also made the first ever media buy in NYC towncars, reaching 150,000 people on the way to the airport.
Insights, Strategy & the Idea
For the past decade, JetBlue has become one of America’s fastest-growing brands by restoring humanity to the increasingly depressing world of air travel. They do this by offering every passenger free TV, lots of legroom, complimentary snacks—in other words, all the amenities the other guys cut long ago. Our challenge was to share the JetBlue experience with every traveler, even those who weren’t flying our airline.