Campaign
So here’s the sitch…
The major airline industry is currently occupied by a handful of companies which all seemingly offer similar services and experiences.
As a result, it has become harder for airlines, and specifically JetBlue, to distinguish themselves amongst the competition.
The t(ask)…
Create a campaign that encourages more people to choose JetBlue over their competition.
The challenge…
The lack of visibly attractive qualities among airlines, including JetBlue – that work to drive consumer preferences– has resulted in many people defaulting to book their flights based on price.
69% of flyers regarded ‘price’ to be the most important consideration when booking a flight.
Considerations when booking flights
The opportunity…
In an industry where comfort has become a diminishing commodity – and the largest airlines are cutting anywhere from 2 to 5 inches in legroom– JetBlue stands out by prioritizing passenger comfort. JetBlue has intentionally outfitted their planes to be more spacious, with their model A321s boasting 2 more inches in legroom than their competitors – and we all know those extra 2 inches matter.
This presented an opportunity for JetBlue to position themselves as the comfort-oriented airline that leaves their passengers' bodies in good condition.
“I’m 5’4”, usually one of the smaller people on a plane. Wondering how people deal with this who are any taller than me. I feel such relief when I get off the plane.”
TripAdvisor
Insight
When money’s talking, our brains ignore our bodies.
We work overtime when our bodies clearly need rest.
We order from the dollar menu when our bodies clearly need nutrients.
We endure cramped flights when our bodies clearly need legroom.
All of this, only to later realize:
We should have just listened to our bodies from the start.
Statista
Strategy
Your body knows better.
Solution: We Stand with Legs
A campaign that acknowledges the bodies needs — and features JetBlue specifically giving legs a platform to stand on, express their pain, and receive the comfort-forward accommodations they deserve.
Updated booking page, making it clear that JetBlue offers unparalleled legroom
Out-of-home placements in airports and metropolitan cities calling attention to legs in their times of need
Out-of-home placements in airports and metropolitan cities calling attention to legs in their times of need
A promotional partnership with a celebrity who’s got a sense of humor (and a set of legs insured for $2 million) – Heidi Klum!
A campaign-branded "Leg Lounge", placed in airports, where JetBlue passengers can enjoy leg massages, recliners, and refreshments.
A campaign-branded "Leg Lounge", placed in airports, where JetBlue passengers can enjoy leg massages, recliners, and refreshments.
Campaign-branded "First Class Legs" packages, that travelers take from the "Leg Lounge" and use to pamper their legs throughout the rest of their trip.
A campaign-branded "Leg Lounge", placed in airports, where JetBlue passengers can enjoy leg massages, recliners, and refreshments.
A partnership with Uber Comfort, allowing JetBlue passengers to input their ticket number and unlock a free Uber Comfort ride once they've deplaned -- continuing to give their legs the star treatment
A partnership with AWAY to create The Scootcase, a rideable electric suitcase designed to look like an airplane window, ensuring the comfort of legs on all travels.
We Stand with Legs consistently works to address the ongoing issue of leg discomfort in the airline industry — while positioning JetBlue as a pioneer in comfortable flying, and setting them apart from their stiff competition.
My Role
Secondary Research + Social Listening
Brief Writing
Deck Storyline and Design
1:1 Interviews
S.W.O.T Analysis
Comms Planning