2. CONTENTS MANIFESTO
01 MANIFESTO As an airway, you catch people at one of their few static moments.
02 EXECUTIVE SUMMARY
03 PRIMARY RESEARCH It’s that in transit state when travelers are neither here nor there.
07 INTERNAL Whether they are headed to college for the first time, going on business to land that
08 MARKET/ENVIRONMENT major deal, or going to take part at their sister’s wedding, people come and go for a
09 COMPETITION reason.
11 CONSUMER
Their trip starts with you, and while it’s about the destination, it’s also about the
12 SWOT journey of getting there.
13 KEY INSIGHTS
14 TARGET It’s about making that experience comfortable, simple, and dare we say, Fun.
16 STRATEGY
19 CREATIVE BRIEF
20 EXECUTIONS
29 TIMELINE
30 EVALUATION/EXTENDABILITY
31 BUDGET
34 WORKS CITED

3. EXECUTIVE SUMMARY
Traveling 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?
02 ATMOSPHERE360

4. PRIMARY RESEARCH
WHO WE TALKED TO RESEARCH OBJECTIVES
To assess overall brand awareness and perception of JetBlue among Boston travelers.
Anne Joynt
To determine Bostonians’ travel habits, preferences, and views towards air travel.
Director of Business Affairs,
Arnold Worldwide To learn about the target’s lifestyle and habits.
Troy Kelley RESEARCH METHODOLOGY
Chief Digital Officer,
Arnold Worldwide 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
David Gerzoff they spend their time. More importantly, we sought to understand more about their relationship with air travel.
CEO,
BigFish Communications 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.
Paul McCaffrey
Director of Permitting,
City of Boston
Danny Levy
Director of Strategic
Communications and Marketing,
MassPort
03 ATMOSPHERE360

5. 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.
When asked what
KEY INSIGHTS their favorite airline
JetBlue.
1) Price of the ticket
2) Flight times that accommodate their schedule
3) Non-Stop flights vs. flights with a layover.
the airline.
Top of mindsets were
often separate and
different then favorite
airline.
04 ATMOSPHERE360

6. PRIMARY RESEARCH
FOCUS GROUPS MAN-ON-THE-STREET
METHODOLOGY METHODOLOGY
We conducted focus groups to discover true and candid accounts of travel In a nontraditional approach, Atmosphere360 hit the streets to conduct man-on-the-
experiences and to learn how this target truly feels about travel while exploring the street interviews with the target. We spoke with over 30 eclectic Bostonians to
target’s receptiveness to guerilla tactics. discover their top-of-mind airlines and to seek their off-the-cuff remarks on travel.
KEY INSIGHTS KEY INSIGHTS
- “I hear good things about JetBlue. “Everybody says fly JetBlue.’”
never flown with JetBlue, or not having flown JetBlue for many years.
- Participant one: “I love Munchies. On JetBlue you can get the - “Oh yeah, JetBlue. I never have but I would love to.”
terra blue chips or munchies.” Participant two: “Oh cool!”
- “And he just switched the ticket. Which I didn’t even know was The following are a sampling of respondent quotes:
possible. Just switched airports! On the same ticket.”
“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.”
ATMOSPHERE360

7. PRIMARY RESEARCH
IN-DEPTH INTERVIEWS INFORMATIONAL INTERVIEWS
METHODOLOGY METHODOLOGY
To explore the business traveler’s mindset in greater depth, we conducted in-depth We consulted with top executives in the Boston marketing community. Through these
interviews with area professionals. interviews we were able to pose direct questions concerning the legal parameters and
concerns around guerilla marketing, explore the latest innovations in guerrilla and
KEY INSIGHTS nontraditional tactics, and received expert advice on how to measure these programs.
flight complications.
- “JetBlue has good fares, but I have too rigid a schedule to take
advantage of the deals.”
KEY INSIGHTS
- “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 and leave.
overlook that.”
- “I love for it to be something special.” circumvent them.
- “They are not honest. Just tell me.”
- All respondents shared stories of airlines not communicating
to their satisfaction. “You want to get them “Constantly keep in
“Make sure you have a
into the Customer mind the liability for the
decent means to
Relationship Managment company, potential public
measure the traffic you
programs – travel in relations impact and
are driving.”
general is CRM Focused.” permitting concerns.”
– David Gerzoff
– Troy Kelley – Anne Joynt
06 ATMOSPHERE360

8. INTERNAL
OVERVIEW IMPORTANT EVENTS
In 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, 2010 – JetBlue and American Airlines 2010 – JetBlue turns 10!
personal DirectTV and XM Satellite radio, and free snacks and drinks – all while their begin partnership
free first checked bag rests in the cargo below.
2008 – ‘Jetting’ campaign launches
JETBLUE KEY FACTS
2007 – Customer Bill of Rights 2007 – JetBlue named Best U.S. airline by
established Condé Nast Traveler readers for the 6th
New York. year running
FINANCIALS
2004 – JetBlue launches service in 2004 – Launch of corporate booking tool,
Boston CompanyBlue
THE BRAND NOW
Throughout 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.
2000 – Service out of JFK begins
07 ATMOSPHERE360

9. MARKET/ENVIRONMENT
GENERAL TRAVEL AIRFARE AND PURCHASING
According to Bureau of Transportation Statistics, the average cost of US domestic flights
have been decreasing since 2008, and are expected to continue decreasing. Nonetheless,
experienced record lows, its future looks promising. According to the Air Transport businesses are cutting travel budgets and using mobile meeting communications.
2010 compared to January 2009.
their experience on Facebook.
LOGAN INTERNATIONAL AIRPORT
Logan International Airport has been ranked second to last in customer satisfaction
among medium sized airports in the US according to JD Power and Associates. To
combat this claim, Logan now offers free WiFi within the airport for the next two years.
RELEVANT AIRLINE REGULATIONS
Effective, 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)
08 ATMOSPHERE360

10. OVERVIEW
COMPETITION
To best portray JetBlue’s position
within the air travel industry, we have THE COOLNESS AND COST AIRLINES
created a two-pronged approach that We believe that many of today’s consumers place heavy emphasis on the
breaks the Airways’ primary “two Cs,” Coolness and Cost, when making purchasing decisions. This
competition into two sets. “The competitive set identifies top airlines that compete with JetBlue based on
Coolness and Cost Airlines,” airlines perceived coolness and frequency of discount fares.
differentiate themselves through their
brand and price. While “The Options
Southwest Airlines Virgin America AirTran
and Old Fashioned Airlines” are the Launched in 2007, positions
Southwest was established in 1972 One of the most recognizable
traditional carriers that offer flights to a themselves as the trendy way to
and is the original no-frills airline. low-cost carriers. Established in
variety of cities out of Boston Logan. fly. Virgin places a focus on their 1993, AirTran focuses on a no-frills
They are famous for their positive
and healthy company culture with a stylized check in counters, chic model while still offering business
relaxed and jovial image. cabins, and their fashionable flight class, assigned seating, and snacks.
attendants.
corporate blog. ality Rating for two
launched a branded TV show years running.
on The CW.
a day in 67 cities.
OTHER MODES OF TRAVEL OPTIONS OF AIRPORTS AND OLD FASHIONED
Boston travelers are highly mobile The second competitive set identifies the other guys flying out of Logan grouped together by the “two
within the Northeast Corridor, the area Os,” Options of Airports and Old Fashioned. They offer consumers the ability to fly into a variety of
between Boston, Washington D.C. Due destinations, but don’t appeal to consumers with distinct branding or thoughtful amenities. These
to the close proximity of these airlines include: Delta, USAirways, American Airlines, United, Midwest, Continental, Alaska Airlines,
destinations, travelers have a variety of and Spirit. Of those listed, Delta, USAirways, and American Airlines operate the most flights per day out
transportation options. of Logan behind JetBlue.
Amtrak and Acela service
09 ATMOSPHERE360

12. CONSUMER
WHO THEY ARE TARGET AND TRAVEL
Boston has the second largest population of 18-34 year olds in the country with one Travel Purpose
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
and five vacations in the past 12 months.
CONSUMERS AND THEIR MONEY Travel Habits
In Boston, this high concentration of 18-34 year olds primarily works in retail,
finance, insurance, and real estate.
it the third most favored airline.
million on apparel/clothing.
in 2007.
other romantic getaways.
WHAT THEY DO FOR FUN
Leisure time for 18-34 year olds is heavily focused on entertainment and social Travel and The Economy
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. 12 months.
going out to eat, shopping, and participating in outdoor activities. they did not travel because they could not afford it.
11 ATMOSPHERE360

13. SWOT
STRENGTHS THREATS
A strong, healthy, familiar brand Current decrease in over all travel spending
An integrated and robust social media presence Rise of the “Staycation”
More non-stop destinations out of Logan Airport than Increased use of virtual meeting technology
any other airline Consumer has a wide variety of options when booking travel
A passionate focus on the customer Competitors offering similar amenities as JetBlue
Emphasis on comfort Consumer lacks preference when choosing an airline
New partnership with American Airlines
WEAKNESSES OPPORTUNITIES
Create preference for JetBlue amongst the no-preference flyer
Relatively new company compared to other discount
Highlight the services and destinations offered to the business
carriers and legacy carriers
traveler
Limited service offerings in comparison to some
Increase awareness and meaning of jetting
other carriers
Show people that travel can be fun
Single cabin seating not preferred by some travelers
Consumer disconnect between jetting and JetBlue
12 ATMOSPHERE360

14. KEY INSIGHTS
BOSTON TRAVEL AND THE TARGET
five vacations in the past 12 months.
bachelor’s degree or higher. have positive experiences from booking their ticket through picking up their bag.
culture and social scene. Honesty and integrity are crucial.
are in the finance and insurance industry. booking flights.
TRAVEL
JETBLUE
customer satisfaction.
competitive pricing.
users about their experience on Facebook.
“They [18 – 34 year olds] are
considered early adopters of “The global economic crisis
consumer brands…If you can has made
get [this demo] at an early age consumers very
they can become loyal brand self-sufficient.”
users.”
Bill Celia, Troy Kelley,
McCann-Erickson Worldwide Arnold Worldwide
13 ATMOSPHERE360

15. TARGET
OVERVIEW PROFILES
Meet John, Joyful Jetter
John is a 21 year old college student hailing from Los Angeles, and that’s a long flight
educated, more diverse, and more brand loyal then any other group before. from Boston. With frequent visits home, he has grown accustomed to traveling cross
This group thrives on social interactions, craves independence, and utilizes the country. John has loved JetBlue ever since freshman year, when he bought his ticket to
latest technologies in their daily lives. 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,
Friends and family relationships are highly valued, and purchase decisions and Tweeting about his daily happenings. John understands that jetting is not like flying
are often influenced by these groups. After friends and family, this targets and when his parents purchase a ticket for him on another airline, he begrudgingly flies
decisions are influenced by online postings on blogs, Facebook, Yelp and home.
Twitter.
Meet Jane, Flexible Flyer
We call them the Ascending Aviators. Jane 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
The Ascending Aviator travel is always looking for the least expensive tickets, and business class is no longer
Travel at least once a year 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.
SEGMENTATION Meet Jack, Cost Controller
Jack is a 33 year old bachelor who went to college in Boston, loved it, and never wanted
We split the Ascending Aviators into five segments, based on their awareness to leave. He always has his iPhone handy to Tweet about the newest restaurant, or read
and loyalty to JetBlue. Of these five distinct segments, we have identified three up on the newest gadgets. He’s active on Facebook, and writes his own blog focusing on
that would be most receptive to this campaign and JetBlue messaging. They Boston culture. Since his family lives close, and work usually calls for Jack to be in the
are the Joyful Jetters, Flexible Flyers and Cost Controllers. We eliminated two Boston office, the only thing that gets him out of the city is an annual reunion with his
segments: the TrueBlues based on their already existing extreme loyalty to college buddies in Colorado. For Jack, looking for an airline ticket is simply about the
the brand, and the JetWhos who do not travel frequently and are not receptive cheapest option. He is willing to wake up at 3:30 am to catch a 6 am flight and have a two
to JetBlue messaging. One of the key objectives of this campaign is to move hour layover in Chicago as long as he knows he’s spending less on travel expenses.
members of the Ascending Aviators up a segment through increased interac-
tion and exposure to the brand.
14 ATMOSPHERE360

16. SEGMENTS
OUTSIDE THE REALM OF THE TARGET
JOYFUL JETTERS
Have jetted JetBlue many times, and are very familiar with the idea of Jetting
TRUEBLUE’S They 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.
Super brand loyalists who fly only JetBlue. They know that JetBlue provides the best overall deal.
Members of the TrueBlue program. Actively follow JetBlue on social media platforms and frequently check for
Brand ambassadors who urge their network JetBlue Cheeps, as they seek to fulfill their wanderlust.
to fly JetBlue.
FLEXIBLE FLYERS
Not 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
JETWHOS? JetBlue brand.
Views JetBlue as solely a vacation destination airline.
Very infrequent travelers. If price were taken out of the equation for these Flexible Flyers, ‘coolness’
Are only familiar with the big would be the number one decision maker when choosing an airline.
legacy airlines.
Unaccustomed to searching for flight
information, COST CONTROLLERS
Likely to seek out assistance when Aware of the JetBlue brand, but it doesn’t immediately come to mind
booking their travel. 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.
ATMOSPHERE360

17. STRATEGY
OBJECTIVES CORE VALUES SHAPING THE “IT’S FUN TO JET! CAMPAIGN”
1. Establish JetBlue as the #1 Domestic and
Caribbean carrier in Boston.
2. Establish and communicate JetBlue’s JETBLUE VALUES SHARED VALUES TARGET VALUES
commitment as Boston’s hometown
airline as they introduce new destinations and
increased service.
STYLISH COOL CULTURE
3. Appeal to the business traveler while
maintaining our voice and brand with the COMMUNICATION
leisure traveler.
FRESH ENGAGEMENT
4. Market JetBlue as the better carrier, no
matter where you are jetting. WITTY IRREVERENT-HUMOR HUMOR
Boston traveler.
NICE RELIABILITY CREDIBILITY
FUN ENTERTAINMENT SOCIAL-BELONGING
SMART INNOVATION SOCIAL
RESPONSIBILITY
16 ATMOSPHERE360

18. STRATEGY
POSITIONING IT’S FUN TO JET!
JetBlue is the only airline that The Boston traveler is bombarded with travel opportunities that are cramped, stressful, covered with fees, and
combines low-cost airfares evokes an overall sense of cattle herding. JetBlue on the other hand, is light-hearted, friendly, with a dash of wit
with a high quality consumer and a feeling that leaves the weary traveler feeling taken care of.
experience.
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.
17 ATMOSPHERE360

19. STRATEGY
TIMELINE MEDIA STRATEGY
To allow for sufficient time for permitting and Bostonians are busy. Whether they are young professionals balancing hectic work schedules with an important social
production, the “It’s Fun To Jet!” campaign will run life, students jumping between the classroom and friends, or families balancing many busy schedules, everyone could
from Memorial Day through June 13th. 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, which
business 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 MEDIA
The 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.
18 ATMOSPHERE360

20. CREATIVE BRIEF
THE BUSINESS ISSUE CONSUMER INSIGHT
JetBlue is establishing itself as the hometown airline of Boston in a time of Consumers prefer an airline that offers a great deal, and is simple and fun;
economic recession and decreased travel spending. With more consumers making however do not connect a specific airline with this personality. Because of this,
purchases solely based on price and with increased industry competition, JetBlue’s travelers in Boston lack a preference of airline and tend to make their flight
competitive advantage has been compromised. In order to create preference-based purchases based solely on the price of the ticket.
purchase driven consumers, JetBlue must maintain its position as a low cost airline
while generating awareness of its amenities.
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
To develop a guerrilla campaign for air travelers in the Boston area focused on the added value that brings fun into the equation, not offered by other airlines.
added value and benefits that JetBlue provides. The overarching goal is to become Consistent quality, friendly and accommodating service both on the ground
the hometown airline of Boston in the minds’ of consumers, as well as the number and in the air.
one domestic and Caribbean airline out of Logan. The campaign must The user experience has been designed to be simple, from finding tickets
appeal to the business traveler while maintaining JetBlue’s voice and brand with on to the JetBlue Web site, to picking up your luggage from baggage
the leisure traveler. claim.
THE TARGET AUDIENCE OUR IDEAL JETTER’S RESPONSE
When flying out of Logan Airport, JetBlue is my first choice. To me, the
who fly in and out of Boston’s Logan Airport. They lead busy lives, and therefore are jetting experience is just as important as getting from point A to point B. JetBlue
looking for stress-free, simplistic, and comfortable travel options. makes it fun, comfortable and they give me the most bang for my buck.
WHAT’S OUR BIGGEST OBSTACLE? PERSONALITY
The campaign needs to overcome the fact that there is an increased lack of airline Nice, Stylish, Witty, Fresh, Smart, Fun
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 THE THINGS WE HAVE TO DO
a means from point A to B, rather than an experience in of itself. The 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.”
19 ATMOSPHERE360

21. EXECUTIONS
BUBBLES ON THE COMMON
On 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.
20 ATMOSPHERE360

22. 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.
21 ATMOSPHERE360

23. 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.
22 ATMOSPHERE360

24. EXECUTIONS
LOTS OF FUN
In 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.
23 ATMOSPHERE360

25. EXECUTIONS
DESTINATION MUSIC
To 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.”
24 ATMOSPHERE360

26. EXECUTIONS
COME HANG WITH US
To 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.
ATMOSPHERE360

27. EXECUTIONS
CREWMEMBER SURPRISE
Throughout 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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28. EXECUTIONS
GOOD SAMARITAN
In 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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29. EXECUTIONS
THE JETBLUE LOUNGE
With 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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30. TIMELINE
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31. EVALUATION & EXTENDABILITY
EVALUATION EXTENDABILITY
We believe in the importance of measuring campaign performance to A truly great campaign not only makes an impact the first time around, but
gauge an accurate ROI and continue to map the most strategic approach to continues to give and can be adapted,
brand messaging and communication. repeated and still resonate with the target.
Our approach to evaluation includes the following steps: 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’
1. Pre-campaign evaulation of brand preference and awareness to can be added to the schedule quickly and easily. Other more involved
establish a baseline. events like ‘Hang With Us’ and ‘Crewmember Surprise’ can also created
2. Mid-campaign monitoring of online discussion of campaign related high added value to the overall campaign with an additional insertion later
converstaions and on-site feedback. in the summer season.
3. Immediate post-campaign evaluation will take the form of focus
groups assessing an change in brand preference and awareness. While this campaign was designed with Boston and Bostonians in mind,
4. Two months after the end of the campaign, followup evaluation will with few minor changes, these executions could be brought to other
take place to judge the overall lasting impact. BlueCities like New York, Chicago, San Francisco or Portland, to name a
few. Like other company messaging and marketing tactics, it is important
At events, Bostonians information will be captured through ‘ticket contests’ to customize the campaign while still providing integrated and consistent
driving information to the JetBlue CRM database and increasing the messaging across markets. Atmosphere360 believes these executions
opportunities for lasting, direct company communication. could exist successfully in BlueCities across the country.
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.
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32. BUDGET
Item Cost per Item Total Cost Vendor
BUBBLES ON THE COMMON
Human Hamster Balls 2 eCRATER
Crewmember Drink Service Cart 1 Personal Seller
Drinks 1000 Grocery
Snacks 1000 Grocery
Flag Rope Robbins Sports
Banner 1 ProPrint
Promotional Staff ProPrint
COST OF EVENT TICKETS 4
DESTINATION MUSIC
Jamaican Steel Drum PanNubean Steel
Country Band Golden Band
Jazz Band Le Vie En Rose
Snacks 1000 Grocery
Instrument Case Inlays 3 ProPrint
COST OF EVENT TICKETS 0
LOTS OF FUN
Plexiglass Cube 1 Altec Plastics
Stressballs 3000 Silverscreen Designs
Frisbees 2000 Silverscreen Designs
Window Decal 2 ProPrint
Promotional Staff 3 Staffers/3hrs/2days Total Event Solutions
COST OF EVENT TICKETS 8
HANG WITH US
Branded Hammocks 20 Silverscreen Designs
Crewmember Drink Service Cart 1 Cost Already Accounted For Personal Seller
Drinks 1000 Grocery
Snacks 1000 Grocery
Wicker Baskets 12 Cost Already Accounted For American Basket
Shipping to Winners 20 FedEx
Promotional Staff 2 Staffers/7hrs Total Event Solutions
COST OF EVENT TICKETS 2
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33. BUDGET
Item Cost per Item Total Cost Vendor
WHERE’S JACKIE?
Orange Silk Neck Scarf 1 Scarf World
Custom Jackie Nametag 1 ProPrint
Daily Spending Allowance 10
Promotional Staff 1 Staff/3hrs/7days Total Event Solutions
COST OF EVENT TICKETS 7
CREWMEMBER SURPRISE
Snacks 1000 Grocery
Wicker Baskets 12 American Basket
Promotional Staff 10 Staffers/3hrs/2days Total Event Solutions
COST OF EVENT TICKETS 0
GOOD SAMARITAN
Wallet 3 eBAGS
ID Card 3 ProPrint
Fortune Cookie Message 3 ProPrint
Other Misc. Wallet Inserts 3 ProPrint
COST OF EVENT TICKETS 4
SWING
Single Swing 1 Toy R ‘US
Labor for Installation 6 hours
COST OF EVENT TICKETS 0
JETBLUE LOUNGE
Sofa 1 IKEA
Chairs 2 IKEA
Rug 1 IKEA
Standing Lamp 1 IKEA
Snacks 1000 Grocery
Shipping/Delivery to Winners - Movers/10hrs Fit Movers
Promotional Staff 1 Staff/10hrs/2days Total Event Solutions
Small Table Top Display 1 ProPrint
Table and Lamp Decal 2 ProPrint
COST OF EVENT TICKETS 0
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34. BUDGET
Item Cost per Item Total Cost Vendor
ALL CAMPAGIN EXPENSES
Crewmember Uniforms CINTAS
Release Forms 3000 ProPrint
Entry Form Pad 10/100 pages ea. ProPrint
Entry Box 1 Staples
Misc Supplies 1 Staples
Promotional Staff Clothing Silverscreen Designs
Transportation/Supply Storage U-Haul
Evaluation 1
Film Production - - Boston.tv
Permitting and Space - - -
COST OF EXPENSES
TOTAL
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35. OUR TEAM WORKS CITED
STEPHANIE COSTA JetBlue Company Web site
SARAH JACOBS MassPort Company Web site
RITA The Bureau of Transportation Stats
TREVOR MORROW Virgin America Company Web site
BROCK PISCIOTTA Southwest Company Web site
PETER SERONICK (ADVISER) AirTran Company Web site
Delta Company Web site
American Airlines Company Web site
SPECIAL THANKS TO: USAirways Company Web site
Amtrak Company Web site
BoltBus Company Web site
TROY KELLEY
MegaBus Company Web site
ANNE JOYNT
Hoovers
DAVID GERZOFF
U.S. Census Bureau
PAUL MCAFFREY
American Community Survey
CHRISTINA BARKHORN
American FactFinder
JACKIE MURK
Boston Redevelopment Authority
KRISTEN MURATA
Mintel Oxygen Report: State of the American Traveler Survey and US Travel Market 2010
KYLE CRAMER
Mintel Oxygen Report: Young Adult Leisure Trends-US November 2009
TESS FALLON
Boston Globe. 02/18/10 “Logan Ranks Second to last in customer satisfaction”
MIKE HARARI
AP Wire. 02/17/10 “Oldest of Logan’s terminals getting major makeover”
GREG BLAKE
AP Wire. 03/01/09 “Things are looking up for U.S. airlines”
KRISTEIN LIEB
SARAH OTT
WILLIAM DEWOLF
KAYLA BRITT
JOSH BOSS
EMCOMM
PEOPLE OF BOSTON
CITY OF BOSTON
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