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 JetBlue

Case Study

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In a concentrated airline marketplace, JetBlue used OOH to showcase why they should be the airline of choice for fliers. As a result, JetBlue increased awareness of their loyalty program by 111%.

Explore Case Study in Detail
  • Highlights
  • Details
  • Rationale
  • Results

Highlights

JetBlue successfully utilized OOH to increase awareness of their loyalty program. JetBlue saw significant results throughout the campaign, reporting a 111% lift in awareness and a 25% lift in booking intent.

Details

JetBlue utilized transit and outdoor advertising across key cities in the US to drive awareness of their TrueBlue loyalty program. JetBlue identified where JetBlue travelers and prospective travelers live to cater location placement and messaging.

Rational

In a packed airline marketplace, JetBlue wanted to use OOH to show why they should be the airline of choice for fliers. The creative for the campaign was simple yet effective with witty copy showcasing the benefits of the TrueBlue loyalty program. Copy was contextually relevant to city placement, including "TrueBlue points are like NYC cockroaches - they never die."

Results

JetBlue saw significant results during the flight of the campaign. JetBlue saw a 111% lift in awareness of their loyalty program but also saw a 21% year over year increase in fliers attaching their TrueBlue loyalty number with their flight purchases. In addition, JetBlue reported a 15% lift in consideration and a 26% lift in booking intent.

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