JetBlue Unveils Unique Branding Plan
JetBlue Airways has unveiled the launch of their brand communications program titled “Sincerely, JetBlue” designed to provide customers a forum in which to tell their personal JetBlue stories. JetBlue customers believe they helped build the company. And JetBlue isn´t disagreeing.
Created by marketing partner JWT New York, the program uses multiple media channels to facilitate the collection and distribution of these stories to the broader community.
The communications will span all potential corporate needs, from retail advertising to new market launches to crewmember communications.
“In an industry swimming in negativity, we found that once you invited someone to speak about JetBlue, you literally couldn´t get them to stop talking positively about the brand,” said Rosemarie Ryan, President, JWT New York. “It was this almost infectious energy that sparked the fundamental idea of the campaign: JetBlue is not just a “Value” airline; it´s an airline that offers value, service and style, and we had an inordinate amount of material to leverage right in front of us.”
The “Sincerely, JetBlue” program is all about holding a megaphone up to the people in the already existing JetBlue community, allowing them to share their experiences with an ever-growing customer base.
This multimedia platform features a custom- built “story booth” which will travel around the county to eight markets, beginning in New York this April. Customers will be able to enter the booth (a multimedia interactive experience) and record their “story” about JetBlue.
JetBlue will also use non-traditional tactics when launching in a new market. The company plans on unveiling a series of “acts” to demonstrate how JetBlue is a different kind of airline.
