Monday, December 14, 2009

Jet Blue's Fangs Are Out With "The Flyer's Collection"!

Jet Blue has always seemed like the cool airline to fly on. They like social media and gadgets and I always felt like maybe Seth Godin would be sitting next to me. So this campaign kind of surprised me.
Here's what it is: Jet Blue got some retail space in New York City and opened a store called "The Flyer's Collection". Only you can't go in the store because it's never open. The pamphlet outside has a web address on it and when you go the site it's a Facebook account with fake products for sale that cheekily makes fun of other airlines.
Granted, the products are kind of funny (The knee jockey, and the snack machine) but I can't help thinking that it's a bit over the top just to cut the other airlines down. I mean, the other airlines are doing a fine job of looking bad all by themselves.What if Jet Blue used the space as a Wi-Fi center and made it look like a plane? I just think that Jet Blue already has a great angle and that's appealing to the ever growing new media lovers. Any other ideas for Jet Blue on how they could better use that NYC storefront?


Blogger Scott said...

I agree that this probably isn't the best way to utilize a (most likely) prime (and costly!) NYC storefront. However, I'm having troubles coming up with a better use.

The first thing that popped into my mind, was that it should be interactive (I'm reminded of those commercials that had large computers setup in plazas around the world - can't find a link right now); I think free Wi-Fi also would have been a good touch.

Speaking of good airplane commercials - I'm a big fan of the current Southwest "Bags Fly Free" campaign.

December 14, 2009 at 10:55 AM  
Blogger Caitlin said...

Scott - Thanks for the link! I think that if any airline isn't charging for bags that's a great angle to show in their videos!!

December 14, 2009 at 11:00 AM  
Blogger Royce said...

I know NY stores are expensive, rent-wise, but in the context of a national airline like JetBlue there's no way this storefront is prohibitively so.

What I like about them having the storefront is that they can alway switch it up... imagine if they changed their media campaign away from attacking the other airlines and DID try to target the gadget crowd like C-Mac says... all of a sudden they could turn the store into a WiFi hotspot with all kinds of cool gadgets like they talk about in their (as yet uncreated) commercials. If they do a good enough job connecting the two, JetBlue fans would always come back to see how they've "updated" the store this time, you know?

December 14, 2009 at 2:35 PM  

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