JetBlue Airways is launching a new marketing campaign designed to position the iconic brand as a continued leader well into its second decade of operations. The campaign features the introduction of a newly articulated JetBlue brand promise – “You Above All” — a restatement of JetBlue’s commitment to putting people first that was founded on the company’s original and ongoing mission to bring humanity back to air travel.
“You Above All” is designed to shine a light on the airline’s key competitive differences and to celebrate its crewmembers’ long-standing efforts to provide a superior travel experience — an experience that has been lauded as JetBlue has grown, over the past 10 years, from its New York roots to now serve 61 cities in 12 countries throughout the Americas.
The online portion features a series of hidden-camera scenarios called Ground Rules. The unscripted videos point out the shortcomings of much of the airline industry by bringing other airlines’ service policies and procedures to light on the ground. They feature real people in real situations being deprived of things they’ve come to expect, such as legroom in a taxi, a full can of soda from a street vendor and free luggage storage in the trunk of a taxi. The videos will debut in a YouTube homepage takeover on Friday.
In a first for JetBlue, the airline will also take advantage of so-called “Monster Media” technology in Boston, Los Angeles and New York. These interactive billboards respond to the motion of consumers passing by them to create an animated experience which literally places consumers in the airline’s advertising. Themes are “Overpack. Underpay. First bag flies for free,” “Mix business with legroom. The most legroom in coach,” “Room. With a view. The most legroom in coach and free DirecTV,” “Someone has to stand-up for tall people. The most legroom in coach,” and “Our standards beat their extras. Unlimited brand-name snacks and soft drinks.” For more information, visit work.mullen.com/clients/jetblueor www.jetblue.com.
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