advertising
For an Advertising course, I had the opportunity to develop a semester-long campaign for a client, JetBlue Airways. The campaign was to increase airline ticket sales and brand loyal customers through reshaping their flying experiences through three creative concepts: flying sweepstakes, building an interactive gaming app "airport scavenger hunt", and promoting these ideas through traditional marketing outlets.
01
JetBlue personas
I created three personas based on researching JetBlue's frequent flyers. These persona's help shape my team's creative concepts and choose which media outlets to reach these target audiences best.
02
creative concept #1
JetBlue will provide digital paper plane DIY kits for customers to print out from their website, as it will appear as a pop-up feature on the homepage. Customers will be asked to enter a contest underneath the digital kit, print the tools out to make the plane come to life, and post their completed aircraft on social media platforms such as Instagram, Twitter, and Facebook with a hashtag #PaperPlaneChallenge. Winners get an all-expense-paid trip to a blind destination.
03
creative concept #2
JetBlue will utilize their app by providing an interactive experience during the airport wait in the main DMA’s, known as the airport scavenger hunt. This interactive gaming experience will have various checkpoints throughout the airport with QR codes that, when scanned, provide a clue and information on the history of aviation. JetBlue intends to partner with Dunkin’ Donuts in the airport to offer a free coffee in a branded JetBlue cup to anyone who completes the entire hunt for the ending prize, as Dunkin already is the exclusive coffee provider of JetBlue.
04
Creative concept #3
JetBlue will be utilizing traditional advertising, such as paid social media, out of home, search, and television advertising. Besides promoting the sweepstakes and scavenger hunts, ads will also run to highlight the unique features that make JetBlue more fun and exciting than other airlines, like being the airline most credited for legroom in coach, free brand name snacks and drinks, free high-speed internet, and nonstop entertainment.
05
media plan
In this campaign scenario, my team was given a 50 million dollar budget on media spending, and I created a media plan to execute the creative concepts. I developed a media budget, allocated money to cable TV, Out of Home, Digital Display, Social Media, Search, and YouTube locally in the five main DMA's during peak vacation planning times (April, June, November, December), and ran them nationally all-year long throughout the campaign.