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.