Integrated Campaigns: JetBlue Lets Consumers Speak - Event Marketer

Integrated Campaigns: JetBlue Lets Consumers Speak

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JetBlue Airways’ latest event marketing initiative a live extension of
the carrier’s new “Sincerely JetBlue” ad campaign gives customers a
chance to talk back to the airline about their experiences. The airline
created a booth in which consumers can record a video message about
their flight experiences and is taking the setup to high-traffic
locations like Rockefeller Center in New York City and Union Station in
Washington D.C. The live campaign (which JetBlue vp-marketing Andrea
Spiegel hinted at in the February issue of EM) launched last week in
New York City and will run through nine additional markets through


“It’s great internal training and a way for us to learn what the
customer experience is like and to see if we need to change anything at
JetBlue to create a better experience ” Tracy Sandford JetBlue’s
director-advertising and promotions told Buzz. “And it’s a way to let
the customer be heard.”


One consumer at a time steps inside the soundproof 16-feet-by-8-feet
booth to record a video “letter” to JetBlue. A virtual flight attendant
directs the recording process instructing the guest to start with
“Dear JetBlue” and sign off by saying their name and hometown. JetBlue
street teams roam nearby handing out promotional cards to drive
visitors to the project. Agency: Mr. Youth New York City.


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