Monday, August 25, 2008

Message perfectly fits the medium: Part Two

Jet Blue telling people not to fly?

Has the brand gone mad?

It has not. It's an example of great placement, the nature of which contributes to the message and compels engagement. Positioned by the side of the road - where traffic is destined to fly by - provides a counter-point against which the communication works even harder.

It's part of Jet's Blue marketing campaign to create an aspirational identity for people who use the brand. These passengers don't fly. They have more traveling discretion, for they are jetting. The merits of the strategy aside, this is delightful placement indeed.

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