• by Fern Siegel , January 16, 2023

“The Package,” the latest campaign from JetBlue Vacations, pushes the value theme. 

Developed with its marketing agency, Zimmerman Advertising, “The Package” airs on air on TV, connected TV, inflight online video and social media. TV commercials, run in three cities: Boston, New York and Fort Lauderdale.

The campaign targets the 25+ audience.  

Providing a tangible hook to a vacation package, the campaign revolves around a visual: a blue, JetBlue Vacations-branded box.

The focus is benefits: discounted flights and hotels, plus various perks, such as expert tips, car rentals, day trips, VIP hotels, payment options, True Blue points and more.

JetBlue Vacations partners with hotels spanning the globe, including Marriott, Hilton, Hyatt, IIU, Barcelo and AMResorts.

Zimmerman Advertising's Chief Creative Officer, Lee Gonzalez, told Agency Daily: "The last few years have been tough on everyone. More than ever, people are looking to get away. But with the challenges of inflation, they want to be sure they’re getting the most for their vacation dollar.”

Gonzalez adds the goal is more than just a great trip. “Using a literal “package” as a mnemonic device is a simple, smart way to communicate the amazing value of a JetBlue Vacation Package."