The Statue of Liberty Takes a Break to Paris
Even Lady Liberty agrees Paris is always a good idea.
The JetBleuParis campaign was streamed live on JetBlue’s social media accounts and featured the Statue of Liberty returning to France for a “vacation” after 138 years. She flew on JetBlue’s new flight from New York to Paris for $499. Not only was the Statue of Liberty excited about flying JetBlue, but she also raved about the free Wi-Fi and snacks, live TV and sporting events, and the extra-large overhead bins (she needed room for a flashlight).
These spots were directed by Glenn F. Clements. Nonstop service from New York’s John F. Kennedy International Airport (JFK) to Paris’ Charles de Gaulle Airport (CDG) goes on sale, marking JetBlue’s much-anticipated official entry into continental Europe.
I think this campaign was a successful one in some ways, but it wasn’t perfect.
A Sensible Campaign Name
It combines elements of JetBlue’s brand identity with the French language and the destination, Paris. JetBlue’s brand identity is simplicity and intuition. By adding “Paris” directly after the company’s name, it clearly communicates the destination and reinforces the focus of the campaign, which is to promote JetBlue’s new non-stop service to Paris. Glenn F. Clements translates JetBlue to JetBleu in this campaign, since the French word for blue is “bleu”. The use of “JetBleu” both echoes the airline’s name and incorporates the French word for blue, creating an interesting and memorable twist.
Clear and intuitive message conveyance
This campaign visually conveys what JetBlue’s new service is all about through the third view of the JetBlue customer experience at the Statue of Liberty. It also highlights its high-speed Wi-Fi, snacks, live TV and oversized overhead bins. Clear and intuitive messaging is crucial for a campaign because it enhances the understanding of the audience.
Humor, Creativity, and Cultural Relevance
The campaign was effective because it used humor, creativity, and cultural relevance to promote JetBlue’s new non-stop flight from New York to Paris. By anthropomorphizing the Statue of Liberty and showing her excitement about the flight’s features, the ad makes the message engaging and memorable. The catchy tagline, “Lady Liberty thinks Paris is a good idea, too,” reinforces the notion of Paris as a desirable destination while connecting it to the convenience and benefits of JetBlue service.
However, there is a drawback to this campaign
JetBlue did not do good enough with their choice of media. Surprisingly, the JetBleuParis campaign was conducted simply by being on social media. This results in the campaign having limited coverage, longevity and accessibility. This results in less accessible and longer lasting campaigns. The reach of social media is usually limited. Not everyone can see the content. And social media content is fleeting. New content quickly emerges and take people’s interest. Therefore, utilizing multiple media options ensures that a wider audience can access it. JetBlue would achieve better results if they used social media in combination with other media options, like billboard or electronic screens.
