As most New Yorkers know, getting around the city by public transit can be a stressful struggle even at the best of times, however those stopped over at Jamaica Station in Queens had the chance to get away due to airline JetBlue's creative campaign.
Dubbed 'Change at Jamaica,' the campaign was created with the help agency Rokkan and the Jamaican Tourist Board. In order to attract commuters, JetBlue set up a little piece of the Caribbean paradise in Jamaica Station, complete with sand, energetic live music and two friendly hosts. They asked commuters if they were "changing at Jamaica" and invited them to sit down on lawn chairs on their sandy man-made island. After chatting with them, they asked them if they'd like to trade in their train ticket for a plane ticket.
It's reported that Brain Carley, the chief creative officer of Rokkan, came up with the idea when he noticed how many travel ads were posted around public transit. Rather than replicating these, he decided to make them come to life. The result was a highly memorable campaign that improved JetBlue's already positive consumer perception, which also helped to foster Jamaica's tourism industry.
Carribean Commuter Campaigns
JetBlue Surprised Commuters at Jamaica Station with a Free Trip
Trend Themes
1. Immersive Experiential Marketing - Creating memorable experiences for consumers through interactive and immersive campaigns, like JetBlue's 'Change at Jamaica' campaign, can enhance brand perception and engagement.
2. Destination-themed Advertising - Using creative techniques, such as bringing a mini version of a travel destination to unexpected locations, can capture consumers' attention and generate interest in tourism.
3. Consumer-centric Marketing - Engaging directly with commuters and offering personalized experiences can create a positive and lasting impression, strengthening the relationship between brands and consumers.
Industry Implications
1. Airline - Airlines can leverage immersive experiential marketing to disrupt traditional advertising methods and increase consumer engagement and loyalty.
2. Tourism - The tourism industry can explore destination-themed advertising to showcase unique destinations and attract new visitors in a creative and memorable way.
3. Advertising/marketing - The advertising and marketing industry can embrace consumer-centric marketing approaches to create impactful campaigns that resonate with target audiences and drive business results.