☁
☁
☁
☁
☁
I worked on JetBlue from 2010-2020. Ultimately influencing almost every part of their advertising universe. I was part of the core team that built their distinct look & feel; voice and tone. Creating something that defined more than a decade of their business as they grew from a regional player to a dominant National airline.
YOU ABOVE ALL
Air travel had sunk to an all-time low. And for some reason, airlines were being allowed to operate on a different set of ground rules than any other service industry. Enter JetBlue. A company built around the notion of putting the customer first in everything they did. With this new campaign, they had the rallying cry to both keep them on track and let the world know there was another way to fly that didn’t involve the normal human sacrifice. This answer came in three simple words. You Above All.
Red Sox Truck day
As part of their push to solidify their presence in the Boston market, the JetBlue sponsorships team worked to make JetBlue the official airline of the Boston Red Sox. One of the most fun parts of that relationship, was the opportunity to brand the Red Sox Spring training truck.
THE CELEBRITY BAGGAGE AUCTION
We needed to create buzz in LA about JetBlue’s “First Bag Free” baggage policy. So we tapped into a truth Hollywood was already talking about. The fact that Celebrities carry a lot of excess baggage. And positioned JetBlue as the one to help free them of it.
We launched with an open letter to celebrities in the LA Times asking them to hand over their excess baggage to JetBlue, so it could do some good for a change.
Lindsay Lohan, Joan Rivers, Kelly Osborne, Ryan Seacrest, Jessica Simpson, Donald Trump and many others generously donated actual bags from their personal collection in response. Response in the social community was huge.
