JetBlue debuts campaign to promote new LAX service

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JetBlue debuted its first flight to Los Angeles International Airport (LAX) yesterday and, to build buzz around the event, invited travel bloggers and YouTubers on a flight from JFK to LAX to share their thoughts.

The idea was to promote the new service by inviting these social influencers on board and giving them access to Twitter and Facebook. The flight was on the JetBlue BetaBlue airplane, an aircraft enabled with Wi-Fi that offers passengers complimentary e-mail, e-commerce and instant messaging services.

“We wanted to reach out to social media experts and bloggers who are interested in the travel segment and invite them to come along on the trip,” said Bryan Baldwin, manager corporate communications, at JetBlue Airways.

To promote the new route, which features four daily flights into LAX — two from Boston, two from JFK — JetBlue is using online ads, e-mail, billboards and out-of-home advertising. They also employed the online video firm HowCast to create how-to videos featuring the airline.

The creative targets people in the New York, Boston and Los Angeles areas.

JetBlue has flown to Long Beach and Burbank for years, but this new route now brings the carrier to Los Angeles International Airport (LAX). The route comes a year later than expected — last year, the airline wanted to begin service to LAX, but the high cost of fuel delayed the  route, Baldwin said.

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