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Jet Blue Launches New Promos To Expand Market

JetBlue Airways wants their customers to tell them a story. That's one of the key elements in a new, three-pronged marketing plan that includes several new promotions from youth marketing firm Mr. Youth that the low-cost carrier hired to help it build brand awareness and reach new customers. The experiential promotions include a "Story Booth" in eight markets where customers can tell their stories about the airline inside a mobile studio. The best stories will be considered for Jet Blue's national ad campaign. "We found that JetBlue customers feel very connected to the brand," said Tracy Sandford, JetBlue's director of advertising and promotions. "They want to tell their stories." The promotion follows a new JetBlue ad campaign created by JWT, New York, in which customers talk about their personal experiences on the airline. Another element of Mr. Youth's work includes managing a mobile-marketing vehicle for Jet Blue called Blue Betty, which gives consumers a taste of JetBlue's on-board flying experience. For example, visitors can sample XM Satellite Radio, leather seats and DirecTV. A customized Airstream RV, Blue Betty, rolled out last month and will travel to concerts, fairs and other major events across the country in top JetBlue markets through November.

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