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Atmosphere360's "It's Fun To Jet!" Campaign

Jun 27, 2015

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StephCosta

Atmosphere360, a student spec agency, created the "It's Fun To Jet!" campaign in 2010 for JetBlue's student non-traditional advertising competition.

The campaign works to establish JetBlue as Boston's hometown airline among the business and leisure traveler among other objectives. This campaign fulfills with nine unique executions with only a $50,000 budget.

The campaign went through many rounds of judging culminating with three agencies pitching the business to JetBlue at their headquarters in NY.

The campaign and the agency were named the winner and now hold the title of JetBlue's student agency of record.

The work was completed by: Steph Costa (Account Planner), Sarah Jacobs (Copywriter), Brock Pisciotta (Art Director) + Trevor Morrow (Account Executive).
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Transcript
Page 1: Atmosphere360's "It's Fun To Jet!" Campaign
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CONTENTS

01 MANIFESTO 02 EXECUTIVE SUMMARY 03 PRIMARY RESEARCH 07 INTERNAL 08 MARKET/ENVIRONMENT 09 COMPETITION 11 CONSUMER 12 SWOT 13 KEY INSIGHTS 14 TARGET 16 STRATEGY 19 CREATIVE BRIEF 20 EXECUTIONS 29 TIMELINE 30 EVALUATION/EXTENDABILITY 31 BUDGET 34 WORKS CITED

MANIFESTO

As an airway, you catch people at one of their few static moments.

It’s that in transit state when travelers are neither here nor there.

Whether they are headed to college for the first time, going on business to land that major deal, or going to take part at their sister’s wedding, people come and go for a reason.

Their trip starts with you, and while it’s about the destination, it’s also about the journey of getting there.

It’s about making that experience comfortable, simple, and dare we say, Fun.

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02 ATMOSPHERE360

EXECUTIVE SUMMARYTraveling is a unique experience. It allows for exploration and discovery of more then just destinations and cities, it’s a chance for the individual to explore their own wants and desires; perhaps even discover who they are. This feeling around travel isn’t new. During the Golden Age of travel, Americans explored the skies in leisure, style, and sophistication. This time is gone. Travel today is too often about nickel and diming passengers and shoving as many people as possible into a single plane, all while rushing through to the next destination. Or it was until 2000, when JetBlue launched a new kind of airline. JetBlue differentiated from other airlines through sincere branding and honest care and consideration for their passengers, all with wit and charm. This has allowed for JetBlue to become a favorite airline for many travelers despite only being 10 years old! Air travel is sometimes associated with the stress of security, long lines, and baggage problems. With JetBlue, it’s easy for all of this to fade away and let an enjoyable, personal, and highly memorable experience emerge. Traveling is a frequent part of the target’s lives: whether they are flying to and from college, going home to their parent’s house for holidays, taking vacations, attending weddings, doing business, or perhaps relocating. This is a group who demands the brands they interact with be personal, unique, and open to two-way communication -- all of which JetBlue already does. This campaign highlights how JetBlue is the fun airway to fly. With generous amenities, kind service, and distinct personality, flying JetBlue puts consumers in a positive mindset. Bringing this mindset to the people of Boston during their everyday lives will help place JetBlue into consumer’s immediate consideration set when booking travel, and solidify the airway’s position with the business traveler. This June, JetBlue and Boston are taking a unique trip together -- to the streets and minds of the Boston traveler.

Are you ready for takeoff?

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PRIMARY RESEARCH

WHO WE TALKED TO

Anne Joynt Director of Business Affairs, Arnold Worldwide

Troy Kelley Chief Digital Officer, Arnold Worldwide

David Gerzoff CEO, BigFish Communications

Paul McCaffrey Director of Permitting, City of Boston

Danny Levy Director of Strategic Communications and Marketing, MassPort

RESEARCH OBJECTIVES

To assess overall brand awareness and perception of JetBlue among Boston travelers. To determine Bostonians’ travel habits, preferences, and views towards air travel.To learn about the target’s lifestyle and habits.

RESEARCH METHODOLOGY

In order for everyday Bostonians to sincerely allow JetBlue into their lives, some crucial pieces of information first needed to be discovered. Atmosphere360 set out to understand where our target lives, works, and how they spend their time. More importantly, we sought to understand more about their relationship with air travel.

With this foundation in place, Atmosphere360 was able to direct our research efforts towards the information most crucial to JetBlue’s success in Boston and the relevance of this campaign with Bostonians.

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PRIMARY RESEARCH

SURVEY

METHODOLOGY

We distributed a 27-question survey with a comprehensive selection of multiple choice, ranking, and open-ended questions. Our design allowed us to effectively and efficiently uncover intriguing insights. Our survey was distributed both online and in person to over a 120 respondents.

KEY INSIGHTS

1) Price of the ticket 2) Flight times that accommodate their schedule 3) Non-Stop flights vs. flights with a layover.

the airline.

When asked what their favorite airline

JetBlue.

Top of mindsets were often separate and

different then favorite airline.

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PRIMARY RESEARCH

FOCUS GROUPS

METHODOLOGYWe conducted focus groups to discover true and candid accounts of travel experiences and to learn how this target truly feels about travel while exploring the target’s receptiveness to guerilla tactics.

KEY INSIGHTS

- “I hear good things about JetBlue. “Everybody says fly JetBlue.’”

- Participant one: “I love Munchies. On JetBlue you can get the terra blue chips or munchies.” Participant two: “Oh cool!”

- “And he just switched the ticket. Which I didn’t even know was possible. Just switched airports! On the same ticket.”

MAN-ON-THE-STREET

METHODOLOGYIn a nontraditional approach, Atmosphere360 hit the streets to conduct man-on-the-street interviews with the target. We spoke with over 30 eclectic Bostonians to discover their top-of-mind airlines and to seek their off-the-cuff remarks on travel.

KEY INSIGHTS

never flown with JetBlue, or not having flown JetBlue for many years. - “Oh yeah, JetBlue. I never have but I would love to.”

The following are a sampling of respondent quotes:

“Jetting seems more spontaneous. More just like hoppin’ in and going,

just last minute kinda great deal – and you just jet off somewhere.

Where flying is more of a meditated vacation planning kinda thing.”

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PRIMARY RESEARCH

IN-DEPTH INTERVIEWS

METHODOLOGYTo explore the business traveler’s mindset in greater depth, we conducted in-depth interviews with area professionals.

KEY INSIGHTS

flight complications. - “JetBlue has good fares, but I have too rigid a schedule to take advantage of the deals.”

- “I don’t like American or United, I like JetBlue and Virgin cause they have TV’s.” - “I do some of my best thinking on airplanes, and airlines overlook that.” - “I love for it to be something special.”

- “They are not honest. Just tell me.” - All respondents shared stories of airlines not communicating to their satisfaction.

INFORMATIONAL INTERVIEWS

METHODOLOGYWe consulted with top executives in the Boston marketing community. Through these interviews we were able to pose direct questions concerning the legal parameters and concerns around guerilla marketing, explore the latest innovations in guerrilla and nontraditional tactics, and received expert advice on how to measure these programs.

KEY INSIGHTS

and leave.

circumvent them.

“You want to get them into the Customer

Relationship Managment programs – travel in

general is CRM Focused.” – Troy Kelley

“Constantly keep in mind the liability for the

company, potential public relations impact and permitting concerns.”

– Anne Joynt

“Make sure you have a decent means to

measure the traffic you are driving.”

– David Gerzoff

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INTERNAL

OVERVIEWIn 2000, Americans needed an air carrier that provided low-cost fares, yet still went above and beyond consumer expectations. In February 2000, JetBlue filled that void

From the start, JetBlue has maintained a passionate focus on the costumer experience. Within each single cabin plane, passengers enjoy leather seats, personal DirectTV and XM Satellite radio, and free snacks and drinks – all while their free first checked bag rests in the cargo below.

JETBLUE KEY FACTS

New York.

FINANCIALS

THE BRAND NOWThroughout the past ten years, JetBlue has worked to successfully craft, grow and maintain their brand as nice, stylish, fresh, and witty. Today, JetBlue is a refreshing departure from traditional carriers communicating with the public in a conversational tone that has allowed the airway to co-opt a voice that is personable and fun.

IMPORTANT EVENTS

2010 – JetBlue and American Airlines begin partnership

2008 – ‘Jetting’ campaign launches

2007 – Customer Bill of Rights established

2004 – JetBlue launches service in Boston

2010 – JetBlue turns 10!

2007 – JetBlue named Best U.S. airline by Condé Nast Traveler readers for the 6th year running

2004 – Launch of corporate booking tool, CompanyBlue

2000 – Service out of JFK begins

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MARKET/ENVIRONMENT

GENERAL TRAVEL

experienced record lows, its future looks promising. According to the Air Transport

2010 compared to January 2009.

AIRFARE AND PURCHASINGAccording to Bureau of Transportation Statistics, the average cost of US domestic flights have been decreasing since 2008, and are expected to continue decreasing. Nonetheless, businesses are cutting travel budgets and using mobile meeting communications.

their experience on Facebook.

LOGAN INTERNATIONAL AIRPORTLogan International Airport has been ranked second to last in customer satisfaction among medium sized airports in the US according to JD Power and Associates. Tocombat this claim, Logan now offers free WiFi within the airport for the next two years.

RELEVANT AIRLINE REGULATIONSEffective, April 29, 2010, The US Department of Transportation could charge airlines up to

hours.

Market shares are based on total enplaned passengers at Logan International Airport for (November 2007 - October 2008)

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THE COOLNESS AND COST AIRLINESWe believe that many of today’s consumers place heavy emphasis on the “two Cs,” Coolness and Cost, when making purchasing decisions. This competitive set identifies top airlines that compete with JetBlue based on perceived coolness and frequency of discount fares.

OPTIONS OF AIRPORTS AND OLD FASHIONEDThe second competitive set identifies the other guys flying out of Logan grouped together by the “two Os,” Options of Airports and Old Fashioned. They offer consumers the ability to fly into a variety of destinations, but don’t appeal to consumers with distinct branding or thoughtful amenities. These airlines include: Delta, USAirways, American Airlines, United, Midwest, Continental, Alaska Airlines, and Spirit. Of those listed, Delta, USAirways, and American Airlines operate the most flights per day out of Logan behind JetBlue.

Southwest AirlinesSouthwest was established in 1972 and is the original no-frills airline. They are famous for their positive and healthy company culture with a relaxed and jovial image.

corporate blog.

a day in 67 cities.

Virgin AmericaLaunched in 2007, positions themselves as the trendy way to fly. Virgin places a focus on their stylized check in counters, chic cabins, and their fashionable flight attendants.

launched a branded TV show on The CW.

AirTranOne of the most recognizable low-cost carriers. Established in 1993, AirTran focuses on a no-frills model while still offering business class, assigned seating, and snacks.

ality Rating for two years running.

OVERVIEWTo best portray JetBlue’s position within the air travel industry, we have created a two-pronged approach that breaks the Airways’ primary competition into two sets. “The Coolness and Cost Airlines,” airlinesdifferentiate themselves through their brand and price. While “The Options and Old Fashioned Airlines” are the traditional carriers that offer flights to a variety of cities out of Boston Logan.

OTHER MODES OF TRAVELBoston travelers are highly mobile within the Northeast Corridor, the area between Boston, Washington D.C. Due to the close proximity of these destinations, travelers have a variety of transportation options.

Amtrak and Acela service

COMPETITION

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CONSUMER

WHO THEY AREBoston has the second largest population of 18-34 year olds in the country with one in three, or over 200,000, Bostonians being in this demographic. This demographic is also more diverse then any other before them. Additionally, this group is more

CONSUMERS AND THEIR MONEYIn Boston, this high concentration of 18-34 year olds primarily works in retail, finance, insurance, and real estate.

million on apparel/clothing.

WHAT THEY DO FOR FUNLeisure time for 18-34 year olds is heavily focused on entertainment and social interactions. Opportunities for this demographic to go out, inexpensively, and with friends resonates. Despite personal cutbacks due to the economy, this demographic is still willing to spend money on eating out and entertainment to be social.

going out to eat, shopping, and participating in outdoor activities.

TARGET AND TRAVEL

Travel Purpose

and five vacations in the past 12 months.

Travel Habits

it the third most favored airline.

in 2007.

other romantic getaways.

Travel and The Economy

12 months.

they did not travel because they could not afford it.

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SWOT

STRENGTHS

A strong, healthy, familiar brandAn integrated and robust social media presence More non-stop destinations out of Logan Airport than

any other airlineA passionate focus on the customerEmphasis on comfortNew partnership with American Airlines

THREATS

Current decrease in over all travel spendingRise of the “Staycation”Increased use of virtual meeting technologyConsumer has a wide variety of options when booking travelCompetitors offering similar amenities as JetBlueConsumer lacks preference when choosing an airline

OPPORTUNITIES

Create preference for JetBlue amongst the no-preference flyerHighlight the services and destinations offered to the business

traveler Increase awareness and meaning of jettingShow people that travel can be fun

WEAKNESSES

Relatively new company compared to other discount carriers and legacy carriers

Limited service offerings in comparison to some other carriers

Single cabin seating not preferred by some travelersConsumer disconnect between jetting and JetBlue

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KEY INSIGHTS

BOSTON

bachelor’s degree or higher.

culture and social scene.

are in the finance and insurance industry.

TRAVEL

customer satisfaction.

users about their experience on Facebook.

TRAVEL AND THE TARGET

five vacations in the past 12 months.

have positive experiences from booking their ticket through picking up their bag.

Honesty and integrity are crucial.

booking flights.

JETBLUE

competitive pricing.

“They [18 – 34 year olds] are considered early adopters of

consumer brands…If you can get [this demo] at an early age they can become loyal brand

users.”

Bill Celia, McCann-Erickson Worldwide

“The global economic crisis has made

consumers very self-sufficient.”

Troy Kelley, Arnold Worldwide

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PROFILESMeet John, Joyful Jetter

John is a 21 year old college student hailing from Los Angeles, and that’s a long flight from Boston. With frequent visits home, he has grown accustomed to traveling cross country. John has loved JetBlue ever since freshman year, when he bought his ticket to his first ever music festival. He shares his good experiences about the airway with his friends. John spends time in Boston at concerts, writing a blog, working in a gallery, and Tweeting about his daily happenings. John understands that jetting is not like flying and when his parents purchase a ticket for him on another airline, he begrudgingly flies home.

Meet Jane, Flexible FlyerJane is a young professional. She flies out of Boston Logan mostly for work, but flies personally to see her parents a few times a year. The staff assistant who books company travel is always looking for the least expensive tickets, and business class is no longer an option with all the cutbacks that have been made. Jane has flown a number of airlines and purchases the cheapest ticket with the most convenient schedule and airport location. She leads an active lifestyle and enjoys jogging and taking yoga classes. Although her laptop is mostly used for business, she indulges in going on Facebook at least once a day to stay connected with her friends.

Meet Jack, Cost ControllerJack is a 33 year old bachelor who went to college in Boston, loved it, and never wanted to leave. He always has his iPhone handy to Tweet about the newest restaurant, or read up on the newest gadgets. He’s active on Facebook, and writes his own blog focusing on Boston culture. Since his family lives close, and work usually calls for Jack to be in the Boston office, the only thing that gets him out of the city is an annual reunion with his college buddies in Colorado. For Jack, looking for an airline ticket is simply about the cheapest option. He is willing to wake up at 3:30 am to catch a 6 am flight and have a two hour layover in Chicago as long as he knows he’s spending less on travel expenses.

TARGET

OVERVIEW

educated, more diverse, and more brand loyal then any other group before. This group thrives on social interactions, craves independence, and utilizes the latest technologies in their daily lives.

Friends and family relationships are highly valued, and purchase decisions are often influenced by these groups. After friends and family, this targets decisions are influenced by online postings on blogs, Facebook, Yelp and Twitter.

We call them the Ascending Aviators.

The Ascending Aviator Travel at least once a year

SEGMENTATIONWe split the Ascending Aviators into five segments, based on their awareness and loyalty to JetBlue. Of these five distinct segments, we have identified three that would be most receptive to this campaign and JetBlue messaging. They are the Joyful Jetters, Flexible Flyers and Cost Controllers. We eliminated two segments: the TrueBlues based on their already existing extreme loyalty to the brand, and the JetWhos who do not travel frequently and are not receptive to JetBlue messaging. One of the key objectives of this campaign is to move members of the Ascending Aviators up a segment through increased interac-tion and exposure to the brand.

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SEGMENTS

OUTSIDE THE REALM OF THE TARGET JOYFUL JETTERS

Have jetted JetBlue many times, and are very familiar with the idea of JettingThey take pride in Jetting over flying. Look for JetBlue flights first, and will choose a JetBlue flight over most other

options, even if it’s priced slightly higher than a competitors flight. They know that JetBlue provides the best overall deal.Actively follow JetBlue on social media platforms and frequently check for

JetBlue Cheeps, as they seek to fulfill their wanderlust.

FLEXIBLE FLYERSNot as excited about the JetBlue brand due to either never having flown them,

or only having limited experiences.Highly involved in the shopping process, consulting a wide variety of travel

aggregators and direct airline prices before purchasing their tickets. They may have heard the term ‘jetting’ but they do not connect it to the

JetBlue brand. Views JetBlue as solely a vacation destination airline.If price were taken out of the equation for these Flexible Flyers, ‘coolness’

would be the number one decision maker when choosing an airline.

COST CONTROLLERSAware of the JetBlue brand, but it doesn’t immediately come to mind

when considering airlines.Price is the main driving factor when booking travel, more so than

schedule, airline, and airport served combined.Cost Controllers are not currently brand loyal to any airline.Book exclusively through travel aggregator sites.Jetting doesn’t resonate or hold meaning for them.Fly less often as the Flexible Flyers or Joyful Jetters.Most swayed by personal recommendation to fly JetBlue.Will fly JetBlue if it is suggested AND if it is the least expensive option.

JETWHOS?

Very infrequent travelers. Are only familiar with the big

legacy airlines.Unaccustomed to searching for flight

information, Likely to seek out assistance when

booking their travel.

TRUEBLUE’S

Super brand loyalists who fly only JetBlue. Members of the TrueBlue program.

Brand ambassadors who urge their network to fly JetBlue.

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STRATEGY

OBJECTIVES

1. Establish JetBlue as the #1 Domestic and Caribbean carrier in Boston. 2. Establish and communicate JetBlue’s commitment as Boston’s hometown airline as they introduce new destinations and increased service. 3. Appeal to the business traveler while maintaining our voice and brand with the leisure traveler. 4. Market JetBlue as the better carrier, no matter where you are jetting.

Boston traveler.

CORE VALUES SHAPING THE “IT’S FUN TO JET! CAMPAIGN”

JETBLUE VALUES SHARED VALUES TARGET VALUES

STYLISH

FRESH

WITTY

NICE

FUN

SMART

COOL

COMMUNICATION

IRREVERENT-HUMOR

RELIABILITY

ENTERTAINMENT

INNOVATION

CULTURE

ENGAGEMENT

HUMOR

CREDIBILITY

SOCIAL-BELONGING

SOCIALRESPONSIBILITY

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IT’S FUN TO JET!

The Boston traveler is bombarded with travel opportunities that are cramped, stressful, covered with fees, and evokes an overall sense of cattle herding. JetBlue on the other hand, is light-hearted, friendly, with a dash of wit and a feeling that leaves the weary traveler feeling taken care of.

JetBlue is creating a travel revolution. During the Golden Age of air travel, flying was a coveted and important affair, where customers got dressed up, and indulged in extravagant onboard service. Over the years this has deteriorated to become simply a hassling experience to get from point A to point B. Now with JetBlue in the marketplace working to change these perceptions, travele, travel can be an enjoyable experience. Atmosphere360 believes the experience on JetBlue from searching for flights on the Web site to collecting your baggage can be, and is, fun. Fun is all encompassing. Fun allows for the traveler to feel engaged by their airway, to be given an enjoyable experience, to be entertained, and to engage with communications and messaging from JetBlue.

Placing a focus on fun, JetBlue differentiates jetting from flying and drives the consumer away from a cost-based decision model to a preference-based model. This creates a unique opportunity to build relationships and increase brand loyalty with these Ascending Aviators.

This “It’s Fun to Jet!” campaign creates the opportunity for Ascending Aviators to interact with JetBlue in a new, interactive, and unique way. By highlighting relaxation and comfort, through the wit and fresh nature of the JetBlue brand, we hope to drive brand preference and favorability.

STRATEGYPOSITIONING

JetBlue is the only airline that combines low-cost airfares with a high quality consumer experience.

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MEDIA STRATEGYBostonians are busy. Whether they are young professionals balancing hectic work schedules with an important social life, students jumping between the classroom and friends, or families balancing many busy schedules, everyone could use a reason to stop, smile, and have a little fun. That’s why Atmosphere360 has carefully crafted a campaign that connects and engages Bostonians during their daily routine, designed to delight, excite and surprise its viewers.

The “It’s Fun To Jet!” Campaign was created to enhance and compliment public spaces, while infusing the city atmosphere with a contagiously playful spirit. Using locations from the Financial District’s Post Office Square, whichbusiness people traverse daily, to The Esplanade, where people seek activity and relaxation, to office buildings, bus shelters, and parks, Atmosphere360 has thoughtfully selected locations that reach key consumers.

To compliment our guerilla and non-traditional tactics, JetBlue’s robust social media presence will be utilized to engage the staggeringly high amount of Bostonians on Twitter and Facebook. With JetBlue as one of the best examples of social media adoption and integration into a modern business, it’s only fitting that social media play a role in this campaign. With this, elements of the campaign will not only live on the streets, but also online.

SOCIAL MEDIAThe Ascending Aviators grew up in the digital revolution and are avid users of both Twitter and Facebook. Boston has been titled by Mashable as the ‘Social Media Hub.’ Social Media is a key opportunity to reach out to an eager audience either to follow up with them after an event or bring them out to take part in the fun.

Atmosphere360 found it key to the success of this campaign to engage JetBlue’s existing social media following. With some executions existing solely through the use of social media, and others driving the target to the Facebook page or Twitter. By integrating across platforms, we know that visibility and impressions will drastically increase for the“It’s Fun To Jet!” campaign. Additionally, with a two week schedule, target engagement in the first half of the campaign will drive continued engagement throughout the second week and beyond.

STRATEGYTIMELINETo allow for sufficient time for permitting and production, the “It’s Fun To Jet!” campaign will run from Memorial Day through June 13th.

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CREATIVE BRIEF

THE BUSINESS ISSUEJetBlue is establishing itself as the hometown airline of Boston in a time of economic recession and decreased travel spending. With more consumers making purchases solely based on price and with increased industry competition, JetBlue’s competitive advantage has been compromised. In order to create preference-based purchase driven consumers, JetBlue must maintain its position as a low cost airline while generating awareness of its amenities.

To develop a guerrilla campaign for air travelers in the Boston area focused on the added value and benefits that JetBlue provides. The overarching goal is to become the hometown airline of Boston in the minds’ of consumers, as well as the number one domestic and Caribbean airline out of Logan. The campaign must appeal to the business traveler while maintaining JetBlue’s voice and brand with the leisure traveler.

THE TARGET AUDIENCEwho fly in and out of Boston’s Logan Airport. They lead busy lives, and therefore are looking for stress-free, simplistic, and comfortable travel options.

WHAT’S OUR BIGGEST OBSTACLE?The campaign needs to overcome the fact that there is an increased lack of airline preference due to price-based purchase making decisions. It is necessary to compete with and differentiate from the cost-based advertising from competitors. Our message needs to overcome the fact that this target views their flight simply as a means from point A to B, rather than an experience in of itself.

CONSUMER INSIGHTConsumers prefer an airline that offers a great deal, and is simple and fun; however do not connect a specific airline with this personality. Because of this, travelers in Boston lack a preference of airline and tend to make their flight purchases based solely on the price of the ticket.

WHY WILL THE TRAVELER BELIEVE US? JetBlue is the only carrier that offers leather seats AND extra leg-room

for everyone. In-flight entertainment through DirecTV and XM Satellite Radio is an

added value that brings fun into the equation, not offered by other airlines. Consistent quality, friendly and accommodating service both on the ground

and in the air. The user experience has been designed to be simple, from finding tickets

on to the JetBlue Web site, to picking up your luggage from baggage claim.

OUR IDEAL JETTER’S RESPONSE When flying out of Logan Airport, JetBlue is my first choice. To me, the jetting experience is just as important as getting from point A to point B. JetBlue makes it fun, comfortable and they give me the most bang for my buck.

PERSONALITY Nice, Stylish, Witty, Fresh, Smart, Fun

THE THINGS WE HAVE TO DOThe objective is to create a guerrilla campaign in the city of Boston. Other mediums are to be considered so long as they drive the greater guerilla campaign. In print, JetBlue airways is always spelled with a capital “J” and as one word. The lowercase ‘j’ is only used in the logo. Additionally, airways is used as opposed to the industry standard “airlines.”

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EXECUTIONS

BUBBLES ON THE COMMONOn Memorial Day, Bostonians will be treated to a delightfully unusual and fun event on the Boston Common, a Zorb ball obstacle course. Zorb balls, more popularly known as human hamster balls, are large plastic spheres which one person can get inside, and roll around in. Sectioning off a small portion of the park, people will be welcome to participate and watch this entertaining spectacle. With two Zorb balls in use, people can challenge a friend to a race or go through the course at their own pace. Crewmembers will be present to distribute snacks and drinks along with a safety director to oversee the event. Attendees will have the opportunity to enter to win one round trip ticket. Four tickets will be given away.

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EXECUTIONS

WHERE’S JACKIE?‘Where is Jackie’ is a Twitter-prompted competition that encourages people to keep an eye out for Jackie around the city. Jackie is a special member of the Crew, and stands out from the crowd with her bright orange scarf. Via Twitter, people discover Jackie’s whereabouts throughout the city during the campaign. If they find her, take a picture with her and post it to Twitter, they will be entered to win a round trip ticket. Each evening, one picutre will be selected as the winner for a total of seven ticket giveaways.

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EXECUTIONS

BUS STOP SWINGS While waiting for their daily bus, Bostonians in the downtown area will have a chance to swing while they wait. WIth freestanding single blue swings built next to MBTA bus stops, JetBlue will transform a normal commuters day of travel inot a more fun experience. On the blue swing sweat will be printed in white, “Your fun starts the second you sit down” above the JetBlue logo.

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EXECUTIONSLOTS OF FUNIn order to show just how much fun it is to jet, JetBlue will place a giant 6X6 foot plexi-glass box filled with blue branded frisbees in Post Office Square. A crewmember will be present to provide the frisbees to passerby’s who want to play. The copy on the box will read “Flying this frisbee across the park is as easy as jetting cross country.”

After appearing for a day in Post Office Square, the box will be moved to Copley Square. Here it will be filled with stress balls for those business travelers who may need a little relaxation in their life. The copy on the box will now read “JetBlue. Curing stress, nonstop, daily.”

Printed on both the frisbees and stress balls will be a bit.ly, a trackable shortened link, directing users to the Lot’s of Fun sweepstakes Web site. There, they can enter to win one round trip tickets on JetBlue. Eight tickets will be given away, four for each box.

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EXECUTIONS

DESTINATION MUSICTo put the spotlight on a few of JetBlue’s nonstop destinations out of Logan, simple street-musician style performances, subtly provided by JetBlue, will take place in the parks and streets of Boston. The musicians open instrument cases will not receive spare change, but rather offer listeners a selection of JetBlue’s in flight snacks to enjoy. This twist on the street performer experience will delight and surprise passers by while enhancing the atmosphere.

A country style music band, complete with cowboy boots and twang, will perk the ears of passers by in Harvard Square. This performance will highlight the Blue City of Austin, Texas. The inside of the singer’s guitar case holding JetBlue snacks will read, “Next year, make it to SXSW. Boston-Austin. JetBlue.”

While strolling through Boston’s beautiful Public Garden another performance, featuring a jazz quartet, will highlight the musical city of New Orleans. Their case will read, “Sounds good. JetBlue’s nonstops to New Orleans do too.”

To liven up a beautiful evening along Boston’s waterfront, a Jamaican style steel drum band will play for the enjoyment of Christopher Columbus Park’s visitors. A blue steel drum holding snacks, will read, “JetBlue’s nonstop’s to Jamaica make it easier to groove to the beat.”

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EXECUTIONS

COME HANG WITH USTo provide Bostonians with comfort and relaxation, 20 branded blue hammocks will be placed together on the Esplanade. Not only will those visiting the park have a chance to relax in a hammock for a part of their afternoon, they will also be offered a selection of JetBlue’s in flight snacks and drinks by crewmembers. A sign with the copy “Come hang with us” will welcome passers by to take part. After the event is

message JetBlue with their email, will receive the hammocks. Two tickets will be given away to those at the event who enter.

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EXECUTIONS

CREWMEMBER SURPRISEThroughout the first week of the campaign, JetBlue crewmembers in full uniform, including Jackie, will play a key role as brand ambassadors. With the permission of management and administration, a team of crewmembers will surprise local corporate workplaces and classroom lecture halls with snacks and drinks. The crewmembers will also be present outdoors, walking down Boylston and Newbury Streets handing out JetBlue’s popular in-flight snacks. These crewmembers will bring the friendly service of JetBlue to people on the ground.

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EXECUTIONS

GOOD SAMARITANIn this simple tactic JetBlue will give Bostonians a chance to do what’s right. Three strategically placed bright blue wallets will be left in popular cafés. book stores, and other relaxed environments. Inside will be a faux JetBlue crewmember ID badge, along with a receipt for travel-sized items, and a fortune from a fortune cookie that reads “Do good and you shall receive.” The back of the ID badge will notify the wallet’s finder to call 1-800-LOGANJB. Upon calling, the lucky finders will be instructed to bring the wallet to the JetBlue counter at Logan Airport. If the finder acts as a “Good Samaritan” and returns the wallet to Logan, they will be handsomely rewarded. The first person to return a wallet will receive two roundtrip tickets. The second and third persons to return the wallet will receive one roundtrip ticket. Even if no one returns the wallet, the execution exists as an interesting social experiment.

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EXECUTIONS

THE JETBLUE LOUNGEWith The JetBlue Lounge in South Station, a major MBTA Commuter Rail station, JetBlue will be providing rest to those travelers with tired feet. A blue rug will lay out the perimeters of the lounge, accompanied by a sofa, two chairs, and a coffee table that will complete the relaxtion spot. While waiting for their train, travelers can sit comfortably, reading The Wall Street Journal or Boston Globe that will be provided, surfing the web from the lounge’s WiFi server. After the Lounge’s two day stay in South Station, JetBlue will give away each piece of the furniture to a winner through Facebook. To win, Facebook users must visit the JetBlue fan page and tag themselves as the piece of furniture they want in the pictures posted. A random person chosen by JetBlue will receive each piece of furniture from the lounge.

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TIMELINE

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EVALUATION & EXTENDABILITY

We believe in the importance of measuring campaign performance to gauge an accurate ROI and continue to map the most strategic approach to brand messaging and communication.

Our approach to evaluation includes the following steps:

1. Pre-campaign evaulation of brand preference and awareness to establish a baseline. 2. Mid-campaign monitoring of online discussion of campaign related converstaions and on-site feedback. 3. Immediate post-campaign evaluation will take the form of focus groups assessing an change in brand preference and awareness. 4. Two months after the end of the campaign, followup evaluation will take place to judge the overall lasting impact.

At events, Bostonians information will be captured through ‘ticket contests’ driving information to the JetBlue CRM database and increasing the opportunities for lasting, direct company communication.

While this is a very short lived campaign, it is highly important to monitor the real time reactions of Boston public and the Boston media through online mediums. By tracking responses to events and discussion about JetBlue in the form of tweets, Facebook posts, and blog mentions realtime responses, adjustments, and continued interaction will occur.

A truly great campaign not only makes an impact the first time around, but continues to give and can be adapted, repeated and still resonate with the target.

The It’s Fun to Jet! campaign can be extended through the summer in Boston with certain events like ‘Where’s Jackie?’ and ‘Destination Music’ can be added to the schedule quickly and easily. Other more involved events like ‘Hang With Us’ and ‘Crewmember Surprise’ can also created high added value to the overall campaign with an additional insertion later in the summer season.

While this campaign was designed with Boston and Bostonians in mind, with few minor changes, these executions could be brought to other BlueCities like New York, Chicago, San Francisco or Portland, to name a few. Like other company messaging and marketing tactics, it is important to customize the campaign while still providing integrated and consistent messaging across markets. Atmosphere360 believes these executions could exist successfully in BlueCities across the country.

EVALUATION EXTENDABILITY

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BUDGET Item Cost per Item Total Cost Vendor

Promotional Staff ProPrintBanner 1 ProPrint

Flag Rope Robbins SportsSnacks 1000 GroceryDrinks 1000 Grocery

Crewmember Drink Service Cart 1 Personal SellerHuman Hamster Balls 2 eCRATER

BUBBLES ON THE COMMON

COST OF EVENT TICKETS 4

Instrument Case Inlays 3 ProPrintSnacks 1000 Grocery

Jazz Band Le Vie En RoseCountry Band Golden Band

Jamaican Steel Drum PanNubean SteelDESTINATION MUSIC

COST OF EVENT TICKETS 0

Promotional Staff 3 Staffers/3hrs/2days Total Event SolutionsWindow Decal 2 ProPrint

Frisbees 2000 Silverscreen DesignsStressballs 3000 Silverscreen Designs

Plexiglass Cube 1 Altec Plastics LOTS OF FUN

COST OF EVENT TICKETS 8

Promotional Staff 2 Staffers/7hrs Total Event SolutionsShipping to Winners 20 FedEx

Wicker Baskets 12 Cost Already Accounted For American BasketSnacks 1000 GroceryDrinks 1000 Grocery

Crewmember Drink Service Cart 1 Cost Already Accounted For Personal SellerBranded Hammocks 20 Silverscreen Designs

HANG WITH US

COST OF EVENT TICKETS 2

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BUDGET Item Cost per Item Total Cost Vendor

Promotional Staff 1 Staff/3hrs/7days Total Event SolutionsDaily Spending Allowance 10

Custom Jackie Nametag 1 ProPrintOrange Silk Neck Scarf 1 Scarf World

WHERE’S JACKIE?

COST OF EVENT TICKETS 7

Wicker Baskets 12 American BasketSnacks 1000 Grocery

CREWMEMBER SURPRISE

COST OF EVENT TICKETS 0

Other Misc. Wallet Inserts 3 ProPrintFortune Cookie Message 3 ProPrint

ID Card 3 ProPrintWallet 3 eBAGS

GOOD SAMARITAN

COST OF EVENT TICKETS 4

Labor for Installation 6 hoursSingle Swing 1 Toy R ‘US

Promotional Staff 10 Staffers/3hrs/2days Total Event Solutions

SWING

COST OF EVENT TICKETS 0

Shipping/Delivery to Winners - Movers/10hrs Fit MoversSnacks 1000 Grocery

Standing Lamp 1 IKEARug 1 IKEA

Chairs 2 IKEASofa 1 IKEA

JETBLUE LOUNGE

Small Table Top Display 1 ProPrintPromotional Staff 1 Staff/10hrs/2days Total Event Solutions

COST OF EVENT TICKETS 0Table and Lamp Decal 2 ProPrint

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BUDGET Item Cost per Item Total Cost Vendor

Entry Box 1 StaplesEntry Form Pad 10/100 pages ea. ProPrintRelease Forms 3000 ProPrint

Crewmember Uniforms CINTASALL CAMPAGIN EXPENSES

Misc Supplies 1 Staples

Evaluation 1Transportation/Supply Storage U-Haul

COST OF EXPENSES

Promotional Staff Clothing Silverscreen Designs

TOTAL

Film Production - - Boston.tvPermitting and Space - - -

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OUR TEAM WORKS CITEDSTEPHANIE COSTASARAH JACOBSTREVOR MORROWBROCK PISCIOTTAPETER SERONICK (ADVISER)

SPECIAL THANKS TO:

TROY KELLEYANNE JOYNTDAVID GERZOFFPAUL MCAFFREYCHRISTINA BARKHORNJACKIE MURKKRISTEN MURATAKYLE CRAMERTESS FALLON MIKE HARARIGREG BLAKE

KRISTEIN LIEB SARAH OTTWILLIAM DEWOLFKAYLA BRITTJOSH BOSSEMCOMMPEOPLE OF BOSTONCITY OF BOSTON

JetBlue Company Web siteMassPort Company Web siteRITA The Bureau of Transportation StatsVirgin America Company Web siteSouthwest Company Web siteAirTran Company Web siteDelta Company Web siteAmerican Airlines Company Web siteUSAirways Company Web siteAmtrak Company Web siteBoltBus Company Web siteMegaBus Company Web siteHooversU.S. Census BureauAmerican Community SurveyAmerican FactFinderBoston Redevelopment AuthorityMintel Oxygen Report: State of the American Traveler Survey and US Travel Market 2010 Mintel Oxygen Report: Young Adult Leisure Trends-US November 2009Boston Globe. 02/18/10 “Logan Ranks Second to last in customer satisfaction”AP Wire. 02/17/10 “Oldest of Logan’s terminals getting major makeover”AP Wire. 03/01/09 “Things are looking up for U.S. airlines”

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