JetBlue Airways made a name for itself in the industry by promoting how its flying experience is different—the legroom, the TVs, the free snacks. To promote “Mint,” its new premium front-of-the-cabin service, the airline set out to show how it does premium differently, too. The Mint Room at The Grove, a four-day atrium-inspired outdoor lounge, took place June 12-14 at Los Angeles’ outdoor mall property.
JetBlue crewmembers on-site took consumers through experiences they would actually get in-flight. This included testing Mint’s lie-flat seats, tasting selections from the in-flight small plates menu created by New York City’s Saxon + Parole restaurant, and enjoying mint “mocktails.” Among the small plate samples: English Pea Soup, Long Island Duck and Poached Pear. Cocktails were served from a centerpiece bar that doubled as a mobile device charging station. Consumers were encouraged to take a #JBSeatSelfie on-site for a chance to win a round trip Mint ticket, with the first 50 participants receiving a JetBlue Mint Birchbox product kit, one of the complementary amenities aboard each flight with this service.
An estimated 30,000 people experienced The Mint Room, which was a concentrated effort by JetBlue to support a larger marketing campaign surrounding Mint’s introduction, and push the service and JetBlue brand in the Los Angeles market. Right now, Mint is offered on flights between John F. Kennedy in New York (JetBlue’s hub) and Los Angeles International Airport.
“This is reminiscent, to me, of the early days at JetBlue, when we had to use live events to really explain why JetBlue is different; you can really only do so much in a flat ad,” says Lisa Borromeo, director, advertising and brand, at JetBlue Airways. “In a market like Los Angeles, which JetBlue has been flying to for years, but the majority of the marketing really has come from the East Coast, this is an introduction back into the marketplace—let us tell you and show you who JetBlue is now.” Agencies: Mullen, Boston; Allied Experiential, New York City.