In Chapter One of this Jetblue campaign, we learn about all of the perks and conveniences Jetblue offers to CEOs.

Going into the economic crisis, one of JetBlue's main challenges was perceptual: It was seen as a leisure airline, particularly by the business traveller. Yet, in 2009, it was imperative that JetBlue grow its business segment.

At the time, the media was feeding a frenzy, keeping America tuned into the latest examples of fiscal impropriety. As corporate America was forced to wean itself off the perks of private jets and first class, the moment was perfect for JetBlue to pitch its superior coach product to the business world as an alternative – and for the media to take notice.

The consumer press response to the Bigwig campaign was tremendous – on Huffington Post, the campaign set a record for number of click-throughs. Many local and national outlets, including the Today show and CNN, aired one or two full-length video chapters. Across the country, the press lauded JetBlue as innovative and smart. Within the company, crewmembers and pilots reported being e-inspired, embracing the campaign with pride.The website (welcomebigwigs.com) received 100K hits the first day. Twitter helped to drive even more exposure. JetBlue set the bar for corporate presence on Twitter and as a result, the Bigwig campaign was given a forum and exponential reach via significant tweets.JetBlue reinforced its unique position among competitors – Southwest doesn't offer perks such as leather seats and free DIRECTV ®, while Virgin America and other legacy airlines are catering to the “old-fashioned” bigwigs with their upper and first-class service.