JetBlue names adam&eveNYC as creative and strategic agency

JetBlue A220

US airline JetBlue has appointed adam&eveNYC as its global strategic and creative brand partner.

The global agency will be tasked with evolving JetBlue’s approach to marketing as the travel sector opens up and travel rebounds.

JetBlue partnership

Adam&eveNYC will partner with JetBlue to reignite its brand and marketing strategy to position the airline as a preferred travel brand through recovery and for the long term.

The agency will support JetBlue in rebuilding confidence in travel, and help JetBlue continue to differentiate itself from competitors with its unique combination of low fares and a great experience.

The agency will deliver breakthrough creative ideas based on consumer insights and data, and drive strategic, integrated marketing planning that connects all touchpoints and channels across the consumer journey. Data, analytics and CRM are all included in the brief.

JetBlue is poised to emerge from the pandemic stronger than it entered it, with a completely transformed fleet including new Airbus A220-300Airbus A321neo with Mint and Airbus A321 Long-Range (LR) aircraft; a growing network footprint in the Americas, and soon London; and refreshed onboard experiences for both Mint – which first raised the bar on transcontinental travel in the U.S. and has been completely reimagined for transatlantic flying – and core. 

Last week, the airline announced that it will serve both London Heathrow and London Gatwick airports from New York’s John F. Kennedy International Airport (JFK) on 11 August, 2021 and 29 September, 2021, respectively, with tickets now on sale.

Jayne O’Brien, head of marketing and loyalty at JetBlue, said: “With their strong, strategic planning and data-driven approach, we are confident that adam&eveNYC is the right partner for us as we enter this next chapter. 

“The needs of our customers have been reset by the pandemic, and we now have a unique opportunity to drive a step change for our business and position our brand for the future.”

James Rowe, managing director at adam&eveNYC, said: “JetBlue is unlike any other airline. Since it launched 21 years ago, it has disrupted the industry time and time again. 

“The industry is in need of innovation once more and JetBlue has demonstrated that yet again, it can improve the industry for the benefit of all travellers. 

“We’re delighted to be JetBlue’s strategic business partner as they embark on the next chapter on their journey. 

“With our full-service offering, providing everything from famous brand communications  to digitally-led, personalised experiences, we will work together to deliver break-through work that will drive a step-change for this brilliant brand.”

Adam&eveNYC surpassed undisclosed agencies to win the business after a rigorous search process run by The Burnett Collective. 

The previous incumbent was MullenLowe U.S., which held the account for 11 years. 

JetBlue will continue to work with Mediahub as its media agency of record, and MullenLowe will stay on as agency for the JetBlue Card. 

Lopito, Ileana & Howie will continue to lead work in Puerto Rico and the Dominican Republic.