We wanted to create a radio campaign as real and heartfelt as JetBlue is. So we wrote a series of poetic dedications to our customers and then recorded real on-the-job JetBlue employees reading them aloud.

We told the employees it was just an audition so they didn’t feel nervous or compelled to perform. But then used their raw heartfelt takes as the spots themselves.Instead of using 30 seconds to tell customers how much they mean to JetBlue, we showed them instead. And a resulting 100% increase in ticket sales shows they listened.

The migration to “You Above All” was critical, but a modest budget meant no television. Our research found the “Human Class” was advertising averse, but they have a healthy digital video appetite and are upwardly mobile. Media Solution: 1) Create space across mediums showcasing JetBlue putting humanity back into air travel 2) Put the consumer Above All The campaign started with high reach newspaper and prominent digital placements driving viewers to our YouTube channel. A distinctive YouTube homepage takeover featured a ‘running of the bulls’ video that stopped mid-way asking users to pay for what is normally free. This stunt worked - viewers rushed to the channel to check-out videos showcasing JetBlue. Ultimately we created our own TV channel “JetBlue TV.” Magazine inserts and out-of-home reinforced these efforts with messaging aligned with physical placements. One insert allowed the message to spill above the page, directly tying to "you above all."

Blockbuster results: • 1M YouTube channel view visits • YouTube brand engagement - 261% lift• Unaided brand awareness - 32% lift• Jetblue.com site visits - 91% lift* 17,500 ticket sales drove over $3.3million in revenueAwareness and brand attributes:• Consumers were 32% more likely (unaided) to be aware of JetBlue after viewing digital communication• Consumers were 300% more likely to recall JetBlue advertising after being exposed to the “You Above All” creative (unaided)• Online creative increased OOH recall by 100%• "You Above All" increased JetBlue brand favourability by 120%