benchmark report
airline marketing
experiential
reach across the aisle
international women’s day
JETBLUE To coincide with the US Presidential election season kicking off, JetBlue chose to promote unity and healthy public discourse by offering to give a planeful of passengers a free round-trip ticket to their choice of JetBlue holiday destinations. The catch? They had to “reach across the aisle” to agree on the places they’d like to visit. This promotion was ideally timed given the divisive nature of the U.S. Presidential campaigns. “Can 150 strangers do something that Washington struggles to do? Work together,” the airline asked. Tim Vaccarino, excecutive creative director of JetBlue’s agency, MullenLowe, told Adweek . “This being one of the most polarizing political climates in history, we saw an oppor tunity to make a comment about what’s truly possible when we all work together.”
APR 2016 ISSUE
ROYAL BRUNEI AIRLINES After speeches, deliberations, and civilized debates, the passengers ultimately voted in favor of visiting Costa Rica. JetBlue made a video of the event which notched up over one million views on YouTube. JetBlue also shared the video on its Facebook page where it garnered over 13,000 likes.
A number of airlines celebrated International Women’s Day this year with flights operated by all-female crews. Air India, for example, had the longest flight in the world ever operated by an all-female crew between Delhi and San Francisco .
celebrated Kiwi travel blog Stuff.com. nz and long-running frequent flyer blog boardingarea.com . The flight was also a huge PR success for Royal Brunei on social media where a celebrated PR photo of the all-female flight crew in the cockpit was shared and liked for weeks afterwards.
This is not the first time that JetBlue used a little politics in a promotion. During the 2012 Presidential Election, JetBlue played off claims by some of the electorate that they’d leave the country if their candidate did not win by gifting one-way tickets to “winning” members of the losing par ty.
However, none of the all-female flights received as much attention as the one by an all-female crew at Royal Brunei Airlines. Timed to coincide with Brunei’s National Day, which is actually just prior to International Women’s Day, the event proved to be even more ground-breaking owing to the fact that the flight touched down in Jeddah, Saudi Arabia, where women are not even allowed to drive a car.
Aside from making a huge splash on Twitter and Instagram where the hashtags #RBbetterfly and #royalbruneiairlines performed very strongly, the pic has also garnered 35,617 (and counting!) “likes” on Royal Brunei’s Facebook page . It has also no doubt inspired thousands of women and young girls the world over to dream bigger.
JetBlue’s “reach across the aisle” campaign caught the attention of major U.S. television networks , and publications like Fortune , AdAge and Mashable .
The initiative gathered massive amounts of attention from media outlets the world over including the Daily Mail , Independent
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
