JetBlue unveils ads created by Mullen
The campaign introduces a new tag-line – "You Above All."
"You Above All" is a brand promise and a restatement of "JetBlue's commitment to putting people first that was founded on the company's original and ongoing mission to bring humanity back to air travel," JetBlue said in a press release.
(One of the new ads is shown above and another below. They were posted on Youtube by JetBlue and Mullen.)
The press release added that the "You Above All" is "designed to shine a light on the airline's key competitive differences and to celebrate its crew members' long-standing efforts to provide a superior travel experience."
JetBlue hired Mullen earlier this year, and this is Mullen's first work for its new client.
The JetBlue ads posted here were designed for airing on online video channels such as Youtube and Hulu, a Mullen spokesman said. As you can see, the ads are far longer than a 30-second TV spot and seem to have a different sense of pacing. JetBlue sees the Internet as a major way to market to its customers, the Mullen spokesman said.
The campaign breaks today online with a YouTube homepage takeover.
The print and out-of-home piece of the campaign will start to appear all around Boston in the next few weeks, including a big installation at the TD Garden. The out-of-home includes so-called “Monster Media” which are interactive, motion sensitive billboards that move when people walk by.
The tag-line of JetBlue's previous ad campaign was, "Happy jetting."