JetBlue Surprises New York Commuters at Jamaica Station With a Lovely Gift

A little piece of the Caribbean, in Queens

JetBlue brings the vibe of tropical Jamaica to Jamaica train station.
JetBlue

In the harsh winter months, commuting is the last thing New Yorkers, or anyone for that matter, wants to do.

JetBlue, known for giving unexpected surprises to travelers, came up with a clever way to treat New York commuters with tickets to Jamaica. After teaming up with agency Rokkan and the Jamaica Tourist Board, the airline fittingly set up a piece of the Caribbean island at Jamaica Station in Queens, New York.

The activation featured a sandy beach floor, live music, and two hosts who invited passersby to unwind and gave away 15 plane fares. The catch? If offered a ticket, travelers had to give up their train tickets and hop on a plane that day.

Brian Carley, Rokkan chief creative officer, got the idea while commuting to his own office. He noticed a number of travel ads to tropical places and wanted to make them come alive.

“We wanted to take that idea of a poster and bring it to life and actually give people a chance to stop and warm up a little bit on the cold train platforms at Jamaica and just do something nice and fun, but make it exciting and talk about Jamaica in a more meaningful way,” he said.

JetBlue filmed travelers’ responses and used them to craft its latest video (above).

“New Yorkers can be kind of savvy to these sorts of things, especially if they are regular commuters, so we were genuinely surprised by how many really authentic and surprising experiences we were able to capture,” said Billy Veasey, a creative director at Rokkan. Some people jumped up and down, some danced, some cried, but everyone was definitely delighted and surprised—something JetBlue strives to do with most of its stunts.

The brand is running a “Change at Jamaica” sale alongside the new ad, offering travelers up to 65 percent off certain hotels and packages for trips between March 15 and April 30.

CREDITS

JetBlue President, JetBlue Vacations: Umang Gupta
Vp, Marketing: Jamie Perry
Director, Brand & Advertising: Elizabeth Windram
Manager, Regional Marketing and Consumer Promotions: Tara Carson
Manager, Corporate Communications: Morgan Johnston
Manager, Regional Product: Wendy Juengerkes
Analyst, Consumer Promotions: Jaclyn Costantino

Jamaica Tourist Board
Manager, Tour Operators and Airlines: Francine Carter Henry
Manager, Media Relations: Kris DaCosta

Rokkan
Chief Creative Officer: Brian Carley
Creative Director: Billy Veasey
Creative Director: Bill Carlson
Copywriter: Katie Lee
Art Director: Alex Junquera
Chief Delivery Officer: Joe Tao
Vp, Client Partnership: Kaitlyn Brenner
Business Manager: Bryeanna Murphy

Production
Production Company: Honor Society
Director: Tim Abshire
Director of Photography: Will Rexer
Executive Producer:  Megan Kelly
Producer: Tim Herrick
Production Supervisor: Mike Natale
Production Designer: Holbrook Hayes
Stylist: Jennifer Brownstein
Hair and Make Up: Maryse Felix

Casting Company: Liz Lewis Casting

Editing Company: Fluid
Executive Producer: Laura Relovsky
Producer: Meg Hall
Editor: Peter Sabatino
Assistant Editor: Evan Johnston

Music Company: APM and Founder Music