JetBlue Airways is a brand built on an experience, and word of mouth about that experience. Nearly 81% of JetBlue fliers tell a friend about the airline; their fans are their greatest asset. Facing its largest year of growth, JetBlue needed a way to amplify the voices of its already passionate fan base. So we created a megaphone: The JetBlue Story Booth. A two-ton, 18’ x 12’ x 10’, mobile interactive installation that recorded travel stories from existing (and potential) JetBlue customers to be used as the content for all of JetBlue’s brand messaging for the year.

The JetBlue Story Booth was designed, constructed and then put on a 12 city promotional tour so fans across the United States could tell their stories. Television, radio, outdoor, print, mass emails and street teams were used to promote this media event. Once the stories were collected, they were given to artists to create content for every possible media execution the brand would do for the following year and beyond.

The little piece was very succesful. We printed 11,000 for each of the cities and we ran out of them in only a couple of days. People wrote letters to JetBlue requesting more party blowers and we even saw a coouple of them being sold on ebay. "Hooray for the most legroom in coach."