JetBlue - We’re JetBlue Having just announced an extension to its London network, to now include Boston as well as New York, JetBlue has also rolled out its first UK advertising campaign. Developed by advertising agency Adam & Eve, it’s a fun campaign highlighting various aspects of the JetBlue hard product that the airline feels sets it apart from its many competitors on the transatlantic route. The campaign includes little 15 second video spots. One highlights the fact that JetBlue’s legroom in transatlantic economy is better than the competition, another focuses on the fact that it’s the only airline to offer free high speed Wifi on transatlantic flights, and then there is a spot featuring the build your own meal concept from Dig. In addition to these short video vignettes, the campaign is being amplified via poster sites, digital and of course on social media. All the ads then point back to a well designed and informative micro-site. Speaking to AdAge, JetBlue head of marketing, product & loyalty Jayne O’Brien said, “We wanted to be authentic and witty, and it was really important that we
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introduced ourselves to the U.K. in this way with our new campaign.” What we like about this campaign Sometimes simpler is better. JetBlue has a number of product innovations that do indeed stand-out if you are flying transatlantic. Rather than create a complicated narrative, JetBlue lets the product speak for itself, but in an accessible and witty way.
