JetBlue: Office Souvenirs

JetBlue, the airline, used a humorous campaign on social media targeting office workers to increase vacation bookings in the US.

Campaign details

Brand: JetBlueBrand owner: JetBlueLead agency: MullenLowe USContributing agencies: MullenLowe GroupCountry: United StatesIndustries: Airlines, Travel Agents, tour operatorsMedia channels: Packaging & design, Social media Budget: Up to 500k

Executive summary

91% of American adults say their favorite memories come from vacations, but we're spending more and more time at work and less time on vacation. We set out to remind people that work memories are no substitute for vacation memories.

Market background and objectives

The undertaking: Return to growth, but in the JetBlue way

After tripling between...

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