JetBlue Let Kids Plan, and Pay for, Their Next Family Vacation in Its Latest Charming Stunt

The perfect family vacation destination? Albany, N.Y., where else? JetBlue quizzes youngsters between the ages of 4 and 8 about summer getaways in this charming effort from MullenLowe. And guess what? Kids say the darnedest things! One tyke suggests visiting Albany, "because it's the capital of famous New York," while another picks Barbados for hunting pirate treasure. They also discuss what they'd like to do at their chosen destinations, describe the amenities they expect, and decide how much they're want to pay. Check out the sky-high cuteness in the two-minute film below, which takes place, appropriately enough, in a diminutive Little Tickets store: [kickout id="1"] Yeah, a hotel suite with a bathroom would be nice. Good call, half-pint! "We invited 10 real kids to our store and let them purchase 10 real Little Tickets for well-deserved family vacation trips," says Elizabeth Windram, director of brand and advertising at JetBlue, and Adweek's Grand Brand Genius for 2016. "We are encouraging families everywhere to plan their next family vacation with big discounts on JetBlue Vacations" starting today. "Today's families are busier than ever, and no one knows how hard parents work more than their kids," she adds. "That's why we offered vacations at prices kids could afford. We recognize that time is best spent together, and we know how valuable family vacations are in creating lifelong memories." Sure, the creative approach takes a familiar flight path, recalling AT&T's "It's Not Complicated" ads from a few years back. Still, "Little Tickets" is a satisfying trip in keeping with the carrier's reputation for fun marketing and superior customer care. As for the spirited sprites who star in the spot, "their appearances were completely unscripted," Windram says. "The kids didn't know what the film and activation were about, but they knew they were at the store to buy a trip for their families. We knew the funniest moments and truisms would only come from them being themselves." Actor John Murray does a fine job as the adult in the room, riffing effortlessly with the children and never talking down to them, while the fanciful, finely detailed Little Ticket store provides the perfect setting. "The ceiling and all of the furniture were catered to a child's height," says Windram. "It was kind of like filming in a dollhouse, which posed its own challenges" in terms of lighting, camera setups and "the sore backs of our crew," she says. Even so, "it was really important to us to illustrate the power we gave these kids—from the reasons why their hard working parents deserved it, to the contemplation of the destinations and, ultimately, the result of a real transaction to spend their own money to ensure family time together." CREDITS Client: JetBlue Airways VP, Marketing: Jamie Perry Director, Brand & Advertising: Elizabeth Windram Manager, Advertising & Social/Content: Heather Cohen Agency: MullenLowe Creative – Managing Partner Chief Creative Officer: Mark Wenneker Executive Creative Director: Tim Vaccarino Executive Creative Director: Dave Weist VP Creative Director: Julia Neumann VP Creative Director: Amy Ferguson Senior Copywriter: Patrick Regan Senior Art Director: Dan Pappas Video Production – SVP, Executive Director of Integrated Production: Lisa Setten SVP, Head of Integrated Production: Zeke Bowman Producer: Katherine Cheng Senior Business Affairs Manager: Amy Keddy Production Company And Partner Details – Production Company: Hungry Man Director: Conor Byrne Executive Producer/Managing Director: Kevin Byrne Line Producer: Tyler Byrne DP: Adam Newport- Berra Editing House: PS260, New York Post Finishing: PS260, New York Editor: Maury Loeb Assistant Editor: Colin Reilly Managing Partner: Zarina Mak Producer: Evann Borgman Color Correction Colorist: Tim Masick/Company 3 New York Flame Artist: Margaret Yang Music Original score by Q Department EP: Heather Lee MacFarlance Audio Mix: Rob Fielack/Plush New York Account Management – SVP, Group Account Director: Emily Brooks Account Director: Molly Bluhm Account Supervisor: Matt Duerr Senior Account Executive: Beba Rivera Account Executive: Bayla Werman Strategy – VP Group Strategy Director: Ellie Gogan-Tilstone Senior Strategist: Lindsay Cardinale Project Management & Digital/Print Production – Senior Project Manager: Christina Gratton Associate Digital Producer: Taylor Nisbet Media – SVP, Group Media Director: Jade Watts Associate Digital Media Director: Paula Berkel Digital Media Planner: Ellie Clayman Assistant Media Planner: Sonia Sahota PR/Social – SVP, Account Director: Jaclyn Ruelle Account Director: Becky Brand Account Supervisor: Brittany Zahoruiko Senior Account Executive: Krystle Lischwe Account Executive: Kelsey Labrot Assistant Account Executive: Meg Weldon

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JetBlue Let Kids Plan, and Pay for, Their Next Family Vacation in Its Latest Charming Stunt

Nothing beats Albany in summer

David Gianatasio

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David Gianatasio