JetBlue Airways LAX Launch Grammys Celebration

JetBlue Airways LAX LAUNCH Grammys Celebration

Brands often stick to proven strategies to connect with audiences. This approach helps them cut costs and save time. It also works well to maintain the status quo. However, friction arises when brands with decades of identity and assumptions try to engage a new generation. These younger, savvier audiences are harder to reach. At the same time, brands are vying for their attention. This friction was exactly what JetBlue Airways was concerned about. They wanted to create buzz for their new service out of Los Angeles International (LAX), one of the most competitive travel markets on Earth.

Jetblue Airways game plan

strategize

Take the best parts of what’s worked for decades at JetBlue. Focus on its fun, creative, and artistic brand identity. Then, frame it in a way that cuts through the competitive noise of Grammys weekend. This noise includes both music and celebrity buzz.

align

Utilize decades of relationships in music and entertainment. Align with the right celebrities and artists. Also, collaborate with local promoters, talent, and the perfect venue. Additionally, partner with key media outlets. All of this ensures the event and PR campaign will be a success.

activate

Work closely with venue, talent, and promoter partners to spread the word about the event. Bring in top-notch red-carpet event production. Then, invite the right mix of media and VIP guests. This combination ensures a successful event.

Overview

Airline travel doesn’t carry the same luxury buzz it did half a century ago. This isn’t just a JetBlue issue. It’s a longstanding industry problem. Plus, how can JetBlue’s arrival in a major market like Los Angeles compete and cut through all the noise? Having worked with JetBlue since their early years, UG Strategies knew what to do. They aimed to keep the brand on track while injecting new, younger, Hollywood glitz into the launch strategy for LAX. And what better way than for JetBlue to host the hottest event of Grammy Awards weekend with LA’s music and celebrity elite? It wouldn’t be easy. But pulling it off with JetBlue would prove we had a solid formula.

JETBLUE AIRWAYS campaign results

THE GOAL

This campaign for JetBlue Airways was primarily about making a strong start. The goal was to quickly use that initial burst of momentum to connect with LA’s music and celebrity community early on. Additionally, it’s a proven recipe for success. In fact, we’ve repeatedly used this formula throughout our company’s history. To achieve this, we secured the historic Roosevelt Hotel in Hollywood as our venue. We then reached out to superstar Grammy-nominated talent in town for the weekend, including Daft Punk, Wilco, Maroon 5, Cut Copy, and OK Go. They became the hosts of the official nomination viewing and after-party.

PARTNERSHIPS

We partnered with the L.A.-based artist collective, The Embassy, to effectively bridge the gap between artists, press, and the industry. Moreover, we invited local LA music tastemakers, who were the exact target audience for the client. As a result, with these crucial pieces in place, everything else seamlessly fell into place.

CELEBRITIES

We also reached out to Heineken, who came on as a co-sponsor and provided an open bar. A-list celebrities like Elijah Wood, Diplo, Alexis Arquette, Mischa Barton, Shaun White, Robyn, Tom Morello, and Brie Larson filled the guest list. The media coverage came from the most influential entertainment platforms. DJ sets included performances by Nancy Whang of LCD Soundsystem, OK Go, Cut Copy, and even Elijah Wood himself. It was an epic night that resulted in a top-to-bottom media experience for JetBlue’s LAX launch. This momentum-driven strategy made a significant impact.

IMPACT

Overall, we had about 1,000 attendees and generated an estimated 20M+ media impressions for JetBlue. Most of these impressions were across online and print outlets. Official photo coverage was provided by Getty Images. This campaign was incredibly successful for several reasons. The key factor was UGS connecting JetBlue with our audience early and leveraging the right relationships to execute the event. Sometimes, brands hesitate to sponsor large-scale events like the Grammys. We had to figure out how to make JetBlue’s unofficial nominations event stand out. We achieved this by taking a non-traditional media approach that set us apart from all the other top events that weekend.