JetBlue x Aruba — Help Wanted

Problem: There are too many travel destinations and airlines to choose from. People need to be told where they should go and why they should go there.

Insight: People believe the best vacations are the ones where you don’t want to return from.

Core Idea: Break through the noise of travel destination advertisements by switching angles. Depict a destination that is so amazing, even people there on “business” didn’t want to come back.

AD: Karen Mogami

adam&eveDDB

TVC :15

Core Idea: Provide a background to the campaign by showing an ad team who did not want to come back.

Digital

Core Idea: Show the aftermath of a marketing team who didn’t want to leave through a gap in the advertising.

Social

Print / OOH

Experiential | Activation 1 — Job Posting

Core Idea: Help wanted ASAP! A LinkedIn “job opening” for someone who can advertise Aruba based on both their “JetBlue and Aruba experience.” Tout the benefits of Aruba and JetBlue by listing them as job qualifications. The “Apply Now” button will link to a non-stop flight with JetBlue to Aruba.

Experiential | Activation 2 — #WriteForAFlight

Core Idea: People are invited to submit their own unique headlines through social media (with a provided template), using the hashtag #WriteForAFlight. Chosen headlines will be displayed in Times Square and will be put in a raffle for two tickets to Aruba.

Example of a winning headline: