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New Jet Blue Campaign Relies On Cutting Edge Techniques

  • NY Times, Thursday, March 30, 2006 11:45 AM
Low-fare airline JetBlue is launching a new marketing campaign that largely relies on nontraditional media like the Internet, events, promotions and word-of-mouth marketing. The $25 million effort will also include more traditional tactics, like TV and print ads, but the nontraditional aspects of it are more intriguing. For example, in markets like New York, oversize boxes labeled "Help Yourself" will be left in public places, stuffed with free samples of the snacks the airline serves on its flights. And in Richmond, Va., a new JetBlue market, residents are to be treated to a free night at a local movie theater. Another cutting edge part of the campaign relies on the currently popular trend of letting consumers help them create the ads. Starting next month, the airline and its ad agency will set up "story booths" in eight cities where passers-by can enter and record recollections of their experiences flying on JetBlue. The airline will also place postcards in seat pockets of its aircraft, which passengers can use as mini-journals for their JetBlue journeys.

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