Campaign details

Brand: JetBlue
Brand owner: JetBlue
Lead agency: MullenLowe US
Country: North America
Industries: Airlines
Media channels: Competitions & contests, Content marketing, Online video, Outdoor, out-of-home, Public relations, Social media, Websites & microsites, Word of mouth, influencers
Budget: Up to 500k

Executive summary

JetBlue was well-known and loved in East-Coast markets but on the West Coast, it was a different story: a case of 'JetWho?', rather than JetBlue. Our ambition was to make JetBlue the 'first-choice' airline of those on the West Coast as well as on the East.

As New York's hometown airline, JetBlue saw an opportunity in highlighting its transcontinental service – West-Coast to East-Coast travel – with a little slice of fun. Sometimes, the best way to someone's heart is through their stomach, so we decided to give people a taste of the JetBlue experience by flying an iconic taste of home across the country to Los Angeles: authentic New York pizza.