Customers Tell JetBlue’s Story

NEW YORK JWT has unveiled a multimedia campaign for JetBlue, its first effort for the carrier since the agency added the business last fall.

The initiative includes “story booths” that will travel to eight markets starting next month and allow customers to record their experiences about JetBlue for use in Webcasts and commercials. The spots will also include animation effects.

“We believe how people find out about JetBlue is as important as what they learn about the brand,” said Ty Montague, co-president and chief creative officer, JWT New York. “Allowing true fans of the brand to share their experience with one another is the best way to tell the story of JetBlue.”

One story filmed in advance recounts the tale of a JetBlue crew member dashing off a plane to retrieve a passenger’s new iPod accidentally left in a rental car, and meeting the passenger the next day in a different city to deliver the device.

The campaign introduces the theme, “Sincerely, JetBlue.”

WPP Group’s JWT and sibling MediaCom were tapped in November following a review to handle the carrier’s estimated $25 million account [Adweek Online, Nov. 21, 2005].

JetBlue will also use nontraditional tactics when entering a new market. For example, JetBlue’s launch in Richmond, Va., today was celebrated by offering free movie admissions and JetBlue snacks at a local theater to showcase the company’s free in-flight entertainment and snacks.

—Adweek staff report