JetBlue Recreates In-flight Experience in Prominent Mall Parking Garages

JetBlue has launched a new campaign in the parking garages of two malls - in Northern Virginia and Los Angeles - with installations meant to bring the in-flight experience to life.

The installations include with in-flight monitors and airplane seats, all set in an environment meant to reproduce the feeling of being in the clouds.

Each location also has an on-site concierge assisting customers with shopping bags, providing mall information, and distributing in-flight snacks and drinks, according to (pdf) the company. “For our brand, this opportunity allowed us to bring to life the idea that JetBlue gives you more in a unique and engaging way not offered by traditional media,” says Fiona Morrisson, director of brand and advertising.

The installations, created by Carspaze, use recycled printed panels, crushed tires and low energy recyclable lighting. The materials are fire-retardant, which means advertisers can create large-scale installations in the strictly regulated parking garage environment.

Carspaze has partnerships with some of the largest operators of malls including Westfield, Macerich and General Growth Properties, and offers advertisers locations in the top 15 U.S. markets. Future locations include high traffic lifestyle locations such as airports, sports stadiums and downtown office parking garages.

Outdoor ad spending fell 14.6% in the first quarter of 2009, according to TNS Media Intelligence, while the Outdoor Advertising Association of America pegs the drop at 18%, or $1.33 billion, compared to $1.62 billion in the same period last year. This follows a 15% plunge during the fourth quarter of 2008. PQ Media predicted in January that total out-of-home spending would be up 3% in 2009.