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JetBlue Takes Testimonial Campaign to the Streets

JetBlue is taking a successful aspect of its television ad campaign - that of consumers sharing their experiences flying with the airline - to an outdoor campaign, inviting consumers in Rockefeller Center to enter a bright blue “story booth” and tell their tales, Media Life writes. Bringing campaigns “to the streets” has gotten more attention lately, and modifying a strategy that has worked in other media is one tactic for a successful campaign, according to the article.

The story booth will hit 10 major markets over 18 weeks, with street teams driving people to the site of the booth. JetBlue also has a mobile marketing vehicle, dubbed Blue Betty, which emulates the interior of a JetBlue cabin in order to showcase the airline’s amenities such as DirecTV and which will travel to the airline’s destination markets. A third element to the buzz campaign will see student ambassadors - the CrewBlue - promoting JetBlue at events on college campuses.

Follow up to a student ambassador campaign in 2005 showed that students who reported they were aware of JetBlue increased 41 percent over the course of the campaign.

The story booth tv ads were developed by JWT. The buzz campaign was created by Mr. Youth in New York.