Screenvision Announces Partnership with JetBlue Airways for a Summer Campaign

on July 16, 2009
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New York, NY -- Screenvision, a leading innovator in cinema advertising, has teamed up with JetBlue Airways to launch a comprehensive in-cinema summer marketing program starting July 17 and running through August. The 360-degree campaign will be exclusive to Screenvision and will be highlighted by a 30-second animated spot, which will be showcased through two innovative creatives. The spot will air within the Premium PodTM segment of Screenvision's July and August preshow. Only Screenvision offers marketers this premium ad placement right before the previews.

The in-cinema JetBlue brand experience will also include lobby posters, on-screen trivia slides and handouts. The campaign will be featured across Screenvision theatres in five key JetBlue markets: New York, Los Angeles, Boston, Miami/Fort Lauderdale and Orlando.

"We are excited to welcome JetBlue as a partner to Screenvision's national cinema advertising network and provide them with an effective platform to showcase their products," said Michael Chico, Executive Vice President, Sales and Marketing, Screenvision. "JetBlue is an innovator in their sector, and their support confirms their recognition of the power of Screenvision cinema advertising."

"Working with Screenvision has proven to be a good investment for JetBlue," said Fiona Morrisson, Director, Brand Management and Advertising, JetBlue Airways. "The ability to reach our core customer base through multiple touch points is key to highlighting the many more amenities and service qualities we offer. Being able to present compelling and creative advertisements on a giant screen is also a unique method that few other mediums can match."

The animated spots focus on the amenities that JetBlue offers to customers, which make them soar above other airlines. The spots inject humor into the topics of in-flight entertainment and leg room. Each spot begins on another airline called "Other Guy Air." In the first spot, a customer has a negative experience with in-flight entertainment; in the second spot, the challenge is with lack of legroom. From that negative experience on "Other Guy Air," the customer is miraculously transported to a JetBlue flight for a superior travel experience with individual seat-back in-flight entertainment and plenty of legroom to stretch out.

Tags: screenvision, advertising
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