In 2008, JetBlue opened their multi-million dollar terminal, T5, at New York’s JFK airport. In order to fully realize this investment, Jetblue recruited Superfly as their entertainment agency of record to increase the brand’s cultural resonance through unique in terminal-live experiences and fresh, millennial-focused content.
Live from T5
Superfly concepted and produced “Live From T5”, a one-of-a-kind, in-terminal concert series featuring performances by top talent including Taylor Swift, Robyn, Ellie Goulding, Boyz II Men, and Carly Rae Jepsen. Now in it’s 8th year, Jetblue has become a true partner to the music industry, hosting an average of 6-8 shows per year that generate lasting brand equity for airline and artist alike. For every event, Superfly manages end-to-end production and talent programming as well as leading on promotions, marketing, content strategy and branding.
In-Flight Entertainment Gets an Upgrade
With so much action happening in the terminal, JetBlue looked to Superfly to bring the good times from the terminal to the planes themselves, revamping their inflight programming. We created the airline’s first in-flight content series, showcasing the unique T5 concerts, as well as other emerging artist performances for captive audiences of up to 80,000 on Jetblue’s wifi and content channel, PlusTV.
Expanding the Program
With the series’ positive reception, JetBlue asked Superfly to expand the program beyond T5, to other JetBlue destinations. This new lifestyle content captured the participating artists’ personal passions, and documented ‘random acts of kindness’ toward JetBlue guests. When the airline announced increased routes to Puerto Rico, Superfly worked with musician Pedro Capo to show passengers his favorite sights and sounds on the island. To celebrate JetBlue’s return to Nashville’s BNA Airport, Superfly secured Moon Taxi to surprise children at Cane Ridge Elementary School with a show.
And to cheer up everyday New York commuters, Superfly programmed New York City Buskers to perform in the subways and gift lucky passersby a free year of unlimited travel courtesy of JetBlue Airlines.
A Lasting Impact
The ongoing T5 concert series has been heralded for its effective promotion strategy while driving an increase in consideration with millennials. Today, JetBlue consistently ranks among the top airlines in the US by its customers and continues to build upon their reputation for innovation.