JetBlue

As a project, developed strategic and then creative briefs for a winter/holiday JetBlue campaign. 

Incorporating research conducted on the cultural landscape, industry trends, consumer behavior, and company culture, a partner and I developed strategic routes to be used as the basis for the creative campaign. 

To summarize,
 

The research found:

• Increased feelings of holiday numbness

• A shift to prioritizing experiences over materials

• Heightened travel anxiety

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Combining with JetBlue's brand strengths of cheekiness and wit, a strategy was developed to emphasize a human-centered flying experience, focusing on making consumers feel appreciated. 

The strategy was then transformed, through the help of a creative team, into a campaign focused on offloading emotional baggage and bringing delight to consumers.

See here for the a portion of the final slide deck