We’re super excited to win the GOLD AWARD from the Internationalist Awards for our JetBlue Heroes Campaign.
THE STORY
We have known JetBlue for a number of years and started working in close partnership through the COVID-19 lockdown 2020, continuing to bring humanity to travel through award-winning social media communications. Our Healthcare Heroes campaign created the opportunity for families and friends to thank all healthcare workers, by nominating them to win one of 100,000 pairs of tickets, to take a well-earned break once it’s safe to fly.
Our Healthcare Heroes campaign achieved 706 million organic impressions and over delivered against client target by 480%. Our Creative Director shot the Healthcare Heroes film on a bicycle in NYC during early lockdown. That’s the way we roll!
The Details
BRIEFING
CAMPAIGN PURPOSE:
- Evoke and emotional connection with provide a platform to give thanks to those who have risked their lives on the front lines
- To win the hearts and minds of healthcare workers across the country and inspire humanity
- Position JetBlue as the biggest supporter of Healthcare workers
ENGAGING ALL DISCIPLINES
We pulled together participation from all JetBlue departments, who rallied to the calling, from legal, operations, finance and marketing to ideate around the brief to create a program that could rapidly be deployed and fulfilled effectively with 3 weeks from conception to launch. During tight COVID lockdown.
DEVELOPING OWNABLE IMPACT INITIATIVE
JetBlue wants to join everyone in saying thank-you to our healthcare heroes.
Day in and day out, Doctors, Nurses, Therapists, Lab technicians, Orderlies, EMTS and many, many more are taking care of us.
Now it’s our turn to say thanks.
By giving away 100,000 pairs of roundtrip flights to our healthcare workers so they can take a vacation when the time is right.
And we need you to nominate those most deserving.
CREATING AUTHENTIC STORIES THAT TRAVEL
We created content to seed across multiple social media feeds, putting the call out for people to nominate their Healthcare Heroes out there doing the work. With UG content we were able to communicate a very gritty, human tone, in touch with the moment and sharable as personable call to action.
From concept to launch, we created 47 social media assets in 18 days.
REAL WORLD MEASUREMENT AND LEARNING
Healthcare Heroes We delivered 706 million organic impressions and over delivered by 480% against the nomination goal.
More importantly, at a time when other airlines were releasing golden sunset “we’re here for you in tough times” Ads, JetBlue, gave all of us a voice to thank those most deserving with a real gift of a pair of free flights to be used anywhere within the JetBlue network, when the time is right.
LONGEVITY AND MEANINGFUL LEGACY
As we slowly progress out of COVID, we have a wonderful library of stories of proposals, honeymoons, reunions and moments of joy for those who have worked so tirelessly for us thought these difficult times, JetBlue will continue to bring humanity to travel, by following a section of our Healthcare Heroes as they plan and enjoy a very well-deserved break, when it’s safe to fly.
Chapters 2 & 3 are in the works.