Winning the Pitch: My Role in Creating an Advertising Campaign for JetBlue Airways
Crafting Multi-Tiered Campaigns to Elevate Brand Awareness and Customer Engagement
As part of Bentley University’s Advertising class, I worked on a competitive pitch to develop a comprehensive advertising campaign and media plan for JetBlue Airways. My role involved creating detailed customer personas, mapping the customer journey, and designing a three-tier campaign strategy that combined digital innovation with traditional media outreach. The project culminated in a professional pitch to industry experts, showcasing JetBlue’s strengths in customer service and affordable luxury while driving brand loyalty and awareness.
Strategies & Key Outcomes
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Multi-Tiered Campaign Strategy
Developed an interactive Flying Sweepstakes to engage users and drive social media traffic, generating user-generated content and boosting brand visibility.
Created an Interactive Gaming App to build emotional connections with tech-savvy travelers, offering exclusive rewards and deepening engagement with JetBlue’s brand.
Designed a traditional media strategy leveraging TV, radio, and print to ensure broad reach and complement digital efforts, reinforcing JetBlue’s core messaging.
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Target Audience Segmentation and Personas
Built detailed personas for JetBlue’s key customer segments, including frequent business travelers, families, and budget-conscious flyers.
Tailored campaign messaging to address specific pain points, such as convenience for business travelers and affordability for families, ensuring relevance across segments.
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Integrated Media Planning
Mapped the customer journey from awareness (upper funnel) to engagement (middle funnel) and loyalty (lower funnel), connecting all tiers of the campaign.
Balanced digital platforms like social media and apps with traditional outlets, achieving comprehensive coverage and maximizing campaign reach.