Challenge

Thanks mostly to word of mouth, JetBlue has a devoted following. Firstborn wanted to create a digital destination that captures the JetBlue experience that people love so much. The answer seemed simple: feature JetBlue fans themselves.

Creative Solution

The JetBlue Experience uses four real brand fanatics to introduce different features of the JetBlue world: Space, Time, Play and Treat. Working directly with JetBlue, Firstborn created the concept, designed and developed the site. The Firstborn Studio Department led the entire video production, which entailed a three-day shoot at JFK airport. The filming took place at JetBlue’s T5 in New York and uses full-screen video to explore the JetBlue movement. An expanded menu also lets users select minivideos about various amenities and perks. The videos cover everything from the benefits of extra legroom to the deliciousness of Terra Blues Chips. Throughout the experience, users see how JetBlue goes beyond the standard of service to deliver—down to the smallest detail.

Impact and Results

The videos steered clear of scripts and the featured flyers spoke from their hearts. The result is an authentic romp through JetBlue’s planes and beautiful terminal at JFK. With full-screen video and a sleek new site lifting the curtain on JetBlue, there’s no time like the present to go Jetting.