JetBlue Celebrates New Service Via Blue Betty Tour
JetBlue is pulling out the stops to celebrate its new service to San Francisco with giveaways, sweepstakes, promotions and the help of its traveling mobile vehicle, Blue Betty.
The airline is hitting the road in the customized Airstream RV to give new and existing customers a chance to sample the JetBlue experience. Blue Betty is scheduled to appear in San Francisco on May 2 at the Justin Herman Plaza. Service to the city begins May 3.
JetBlue is working with “The Conan O’Brien Show,” which is being filmed for a weeklong special in San Francisco.
In Blue Betty, visitors can sample the airline’s on-board flying experience, everything from its XM Satellite Radio, Fox in-flight movies and DirecTV service to its posh leather, and expanded legroom. In addition, consumers can interact with a 57-inch LCD TV, which will highlight a route map to show the cities the airline travels to and from San Francisco.
“This gives people a chance to experience JetBlue,” said JJ Storer, JetBlue’s coordinator, mobile marketing. “It gives people a little bit of the taste of the experience without having been on the aircraft before. For others, it’s a reminder. We want people to get on Blue Betty and see what the planes are like and what we have to offer.”
Outside the vehicle, JetBlue will set up kiosks where visitors can book tickets on JetBlue.com or enter for a chance to win two free roundtrip tickets. The RV will also make stops in local parks, at a San Francisco Giants game and other events over a two-week period.
Not only that, but the low-cost carrier plans to hand out 150 free roundtrip tickets on May 5 in San Francisco’s Union Square outside Macy’s. The first 150 people who arrive with two canned goods to benefit the San Francisco Food Bank will be eligible for the giveaway. The vehicle will also make an appearance during the event.
“The whole idea is to bring [the tour] into high traffic, downtown areas and tie in to big events that are going on,” Storer said.
As part of the campaign, JetBlue plans to hand out some 15,000 party blower premiums, which feature a man with his legs stretched out to reflect the airline’s expanded legroom.
Blue Betty will travel to some 20 markets this year. Other planned stops in California are Oakland, San Jose and Sacramento. Last year marked Blue Betty’s first national tour, which stopped in 23 JetBlue markets and drew 665,351 attendees.
“As a brand, to have a vehicle that…kind of pops up in cities here and there, just has a feel good, buzz-building feeling,” said Lisa Borromeo, JetBlue’s manager, sponsorship and promotions. “This is right in line with the marketing goals of JetBlue and the brand goals of JetBlue.”
TV spots and print ads will support the promotion. Mr. Youth handles the Blue Betty tour and handles field staff for the events.
