JetBlue: Little Tickets

Ellie Gogan-Tilstone, Mihir Warty, Jane Dorsett, Lindsay Cardinale

JetBlue, the airline, used a social media campaign in the US to encourage more parents to take their families on holiday.

Campaign details

Brand: JetBlueBrand owner: JetBlueLead agency: MullenLowe USContributing agencies: MullenLowe GroupCountry: United StatesIndustries: Airlines & Travel Agents, tour operatorsMedia channels: Online display, Online video, Public relations, Sales promotion, Social mediaBudget: 500k - 1 million

Executive summary

How do you convince busy, working parents, spending more time at work and less time on vacation, to book a family trip with JetBlue Vacations? You leverage the ultimate influencer: their kids. Rather than make parents feel guilty about their increasing time spent at work, their kids offered a new...

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