Jetblue vacations
Driving ancillary revenue for JetBlue.
Little Tickets
How do you convince busy, working parents, spending more time at work and less time on vacation, to book a family trip with JetBlue Vacations? You leverage the ultimate influencer: their kids. Rather than make parents feel guilty about their increasing time spent at work, their kids offered a new perspective: a desire to reward their parents’ hard work with family vacations that they could plan, book and pay for themselves. We captured and released the content online via influencers and content partners that parents trust, resulting in increased traffic, bookings, and revenue for JetBlue Vacations.
The Challenge: Drive ancillary revenue for JetBlue by inspiring busy, working parents who are working more and vacationing less, to book a family vacation with JetBlue Vacations.
The Insight: Whereas we feel guilt about being at work all the time, our kids simply see hard work.
The Idea: Take it from them - use a kid’s perspective to sell parents on a family vacation.
Bringing the Idea to Life: “Little Tickets” captured and shared kids’ perspectives on family vacation and sold them trips at prices they could afford.
Results: Double-digit, statistically significant increases in consideration for JetBlue Vacations and YoY increases in traffic (+8%), bookings (+13%) and revenue (+18%).
Office Souvenirs
With just $60K in paid media, “Office Souvenirs” inspired Americans who are working more and vacationing less to book a vacation with JetBlue Vacations. The campaign took typical souvenirs like snow globes, postcards, and mugs, and reimagined them with an office theme to reflect the underwhelming memories we’re making at work and provoke the need to take a vacation. We then sold them online, for real. The campaign increased bookings, revenue, and got people to pay for our marketing, driving increased ancillary revenue for JetBlue at a critical time.
The Challenge: Inspire Americans to book a vacation with JetBlue Vacations in order to drive increased ancillary revenue for JetBlue.
The Insight: 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.
The Idea: Remind people that work memories are no substitute for vacation memories.
Bringing the Idea to life: Created and sold limited-edition “Office Souvenirs” to serve as real, physical reminders of the need to create memories you’d actually want to remember.
Results: Increased August YoY revenue and bookings for JetBlue Vacations by +12% and +9% respectively, and drove 10x our paid media budget in earned coverage.