Digital out-of-home video advertising is taking an interesting contextual turn with JetBlue's new installations in parking decks at shopping malls in northern Virginia and Los Angeles. Meant to
recreate the visual experience of flying aboard JetBlue, the displays -- installed by Carspaze USA at Macerich's Tysons Corner in Virginia, and Westfield Century City in Los Angeles -- transform the
walls of the parking deck into the interior of a plane cabin.
These experiential promotional displays bring together a number of different elements -- including printed panels, airplane
seats, and an on-site concierge who assists customers with shopping bags and gives out free snacks and drinks -- but one of the most eye-catching elements is the TV monitors located in the backs of
painted "seats." Playing a variety of TV content, these highlight the fact that the airline was reportedly the first to introduce interactive screens, allowing passengers to while away the hours with
digital media and games.
Fiona Morrisson, JetBlue's director of brand and advertising, explained: "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."
Carspaze is quick to point out that the displays are eco-friendly, consisting of printed panels made from recycled
materials, and recycled car tires; the video screens are of course reusable, and Carspaze uses low-energy lighting. The installations are also compliant with the strict fire codes for parking decks.
Carspaze has deals with a number of big mall chains, offering advertisers access to parking decks in the top 15 U.S. markets; it also plans to expand to airports, stadiums, and downtown parking
garages.