• by Fern Siegel , March 23, 2022

JetBlue is promoting its nonstop New York to London service with a new campaign.

The creative, by adam&eveNTC is running cross-platform: out of home, digital and social. The 15-second spot sports a simple, but enticing tagline: Sky-high experiences. Down-to-earth fares.

Previously, JetBlue worked with Interpublic Group of Cos.' MullenLowe Group for 11 years. The account held a competitive review last year and in May 2021, adam&eveDDB was appointed creative agency of record.

Shortly thereafter, JetBlue announced it was flying to both London Heathrow and London Gatwick airports.

This is the brand’s first advertising campaign in the UK market.

The airline’s new 2022 campaign, running in the U.S. and UK, reminds travelers in both countries that JetBlue has upped its flight game.

Jayne O’Brien, head of marketing, product and loyalty, said: “We have disrupted the domestic airline category here in the U.S. for over 22 years … and it was really important that we introduced ourselves to the UK in this way with our new campaign.”

The photography was shot by artist Ben Stockley, CG artist and designer Chris Labrooy created the original 3D type design and animation.

The airline’s reiminaged Mint premium experience, which began in February, features 24 private suites with a sliding door for every Mint customer, a custom-designed seat cushion by Tuft & Needle, and countless design touches.

The airlines also claims the most legroom in coach.

One spot shows suitcases on a baggage tug positioned as letters to spell out the slogan: “We’re Great, Britain.” Another offers a lively neon sign — “Full bars on the house” — touting the unlimited, high-speed Wi-Fi on all transatlantic flights. The fourth execution promotes the unique build-your-own meal concept from Dig.

“When we shook up premium travel with Mint, one of the biggest wow moments for our customers was our fresh take on dining. Great food doesn’t have to be limited to the premium cabin, and our customers in core also deserve a dining experience that is thoughtfully prepared and offers choices,” O’Brien said.

Adam&eveNYC launched in 2017 with Samsung as a founding client. The agency has 70 staffers. Its client roster includes Miller High Life, Blue Moon, PepsiCo, MuscleMilk, Slack, TJ Maxx, Jim Beam, Facebook, PlayStation and BlackRock.