The campaign includes the experience.jetblue.com microsite, which highlights the experience of flying on the airline. The site also links to JetBlue’s flight-booking page and has a share-to-social option.The portal shows off the brand’s in-flight seating and entertainment features, among other amenities.
JetBlue is concurrently running its 10-year anniversary effort. That push incorporates the brand’s blog, social media pages and print ads, as well as last-minute flight deals for $10 each way. JetBlue launched the anniversary push in March with a Twitter-enhanced scavenger hunt in New York, which gave consumers the chance to win free flights.
The campaign began a week after JetBlue named Mullen as its creative and media agency of record after an RFP process. Creative from that partnership will debut later this year, Kirstin Frazell, manager of advertising at JetBlue told DMNews.
Last fall, JetBlue revamped its TrueBlue loyalty program and changed its points system. Last month, the company announced a partnership with Hilton Hotels that allows members to convert HHonors points into TrueBlue points.