The Web Marketing Association is proud to present this 2011 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.

CARLSON MARKETING


JET BLUE ONLINE VIDEO 3

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Best Airline Online Video

The Be -1 campaign was created to relaunch the newly redesigned -1Blue rewards program and attract new members. This campaign is its own call to action, Be -1.
The target audience is non--1Blue members who fly JetBlue. The objective was to educate the target audience on the newer, truer -1Blue rewards program and get them to enroll in the program.

The stories within the campaign celebrated people and what they are true to as a hook to engage our target audience. The communications then explain how -1Blue is true to our customers with a strong benefits-driven message.

Contributors:

Designer: Michael Choo
Designer: Carl Schultze
Copywriter: Laura Reilly
Copywriter: Cat Penfold
Creative Director : Todd Dexter

CARLSON MARKETING

Location: USA