
A new idea of flying
How to become America’ favorite airline company


Concept
COME FLY WITH ME
JetBlue is a low-cost carrier that we supported in communication since its birth. The first objective was to create a fresh marketing approach with a strong campaign message - “It’s not the only way to fly, but it should be” - that was developed as the brand platform, using wit, humor and style to deliver JetBlue’s promise to provide the most pleasant flying experience available.

Idea
NO ONE IS LIKE JETBLUE
We made JetBlue famous by positioning the brand as a welcome respite from the negative experiences of flying. The success depended on branding a superior experience while always listing the correct attributes. In our advertising, JetBlue delivered heavily on the promise and created a close bond with consumers. Thanks to our efforts, customers took ownership of the brand, which resulted in an exceptional loyalty. When JetBlue was launched, people were asking: “Does the world need another airline?”. Five years later, people started asking “Why can’t all airlines be more like JetBlue?”.


The added value
A strong relationship
After the successful launch campaign, the new challenge was creating an evolutionary marketing approach that captures consumers’ eyes, hearts and minds, while maintaining and strengthening the brand’s established core identity and its bond with the customers. So we launched the “We like you, too” campaign, based on rave reviews from customers – and the media – who had discovered the JetBlue experience. Every ad was a thank you to the customer.


+86%
average load factor
+36%
increase in passenger miles
+27%
revenue growth
Winner
Effie Award 2002
Marketer of the year
Ad Age
Best Domestic Airlines
Conde Nast Traveler’s 2002- 2003 -2004
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