JetBlue: Go Get Gifted

Low-cost airline JetBlue launched a digital and social campaign offering travellers the chance to send themselves gift-wrapped to their families to improve the key metric of 'first choice airline' during the holiday season in the US.

Campaign details

Brand: JetBlueBrand owner: JetBlueAgency: MullenLowe U.S.Market: United StatesIndustries: AirlinesMedia channels: Online display, Online video, Public relations, Social media, Word of mouth, influencersBudget: 500k - 1 million

Executive summary

Jet Blue, an American low-cost airline, saw an opportunity to return to market share growth by improving its key brand health metric of 'first choice airline', among non-customers during the cluttered holiday travel season. However, because it is outspent by 9:1, how could it break through with an audience who is already sceptical of airlines?

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