By working more and vacationing less, people are making fewer vacation memories and more

work memories. To inspire people to get out of the office and take a vacation, we created a suite of Office Souvenirs to serve as a reminder of the need to create memories they actually want to remember.

Office Souvenirs consisted of a collection of 20 limited-edition work souvenirs. Office Souvenirs were for sale online and at the Office Souvenirs shop in downtown Manhattan. Starting at $9.99, JetBlue Vacations advertising ended up becoming a revenue stream via a new line of e-commerce products.

Implementation

We anchored efforts with an e-commerce site, ShopJetBlue, to inspire and drive purchase of Office Souvenirs, treating the limited-edition merchandise like a true product PR launch, focused on getting the right items in the hands of the right press.

Timeline

Pre-launch: Deploy media mailers, seed PR assets, embargo news to top-tier travel, lifestyle and business press.

Launch: Drive pop-up and ShopJetBlue.com visits to expanded travel, lifestyle and business press; leverage social amplification and customer engagement to coincide with the launch of the pop-up shop and site going live.

Post-launch: Engage advertising, marketing press; re-targeted pop-up shop visitors via email, reminding and encouraging them to book a JetBlue Vacation.

Scale

With limited funds, we created for the first time, unique, shoppable Instagram ads and Facebook video posts that drove customers to ShopJetBlue.com. We also specifically targeted office workers on Reddit threads to deepen the engagement and drive relevant, relatable conversations.

• Traffic to the Vacations booking site exceeded goal by 26% (goal 1MM, actual 1.3MM)

• JetBlue Vacations actual bookings exceeded goal by 9% (goal 11,906, actual 13,000)

• Revenue goal exceeded by 12% (goal $24MM, actual $27MM)

• Also, while not a measured goal, nine Office Souvenirs sold out on the website

• Created $647K in earned media coverage, which was 10x our paid media investment and our highest-performing earned media initiative to date (including successful 2016 FlyBabies initiative, which earned 9.5x its paid media investment)

• The press response was powerful, with 344MM earned impressions from publications far beyond the travel category such as Fortune, Fast Company, Thrillist, and Inc., and an organic tweet from Arianna Huffington

• We created a new source of revenue for the company while promoting JetBlue Vacations

Total campaign ROMI was $9.71 for every $1 invested.