EVERYONE MUST GO by J. Walter Thompson New York for Jetblue

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EVERYONE MUST GO

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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, Matt Macdonald
Art Director Tiago Veiga, Vikas Bhalla
Copywriter Mike Maher
Released January 2010

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: JETBLUE
Product/Service: AIRLINE
Agency: JWT
Date of First Appearance: Jan 5 2010 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: Matt Macdonald (JWT New York)
Head Of Art: Aaron Padin (JWT New York)
Copywriter: Mike Maher (JWT New York)
Art Director: Tiago Veiga (JWT New York)
Art Director: Vikas Bhalla (JWT New York)
Account Director: Kristina Lenz (JWT New York)
Account Manager: Courtney Miller (JWT New York)
Media placement: Pop Up Store - Meatpacking District, NYC - 5 January 2010
Results and Effectiveness
JetBlue had its strongest showing in the NYC market ever, averaging 105,000 impressions per day. 1.7 million passengers flew in January alone, a 6% increase compared to January 2009.
Creative Execution
We took over an abandoned storefront in New York’s trendy Meatpacking District and filled it with the kind of eye-wateringly loud liquidation signs that were everywhere in New York during the economic collapse. Underneath the banner of “Everyone Must Go”, signs advertised our fares with little twists and unexpected copy. When pedestrians opened the door to the store, they saw moving boxes printed with JetBlue destinations, continuing with our “going out of NYC” theme.
Insights, Strategy & the Idea
In a tough economy and in January, the slowest travel time of the year, JetBlue asked us to sell a lot of unsold airline seats out of New York City. And we had to do it fast. Our idea was to use the poor economy to our advantage.