JetBlue's 'Reach Across the Aisle' Encourages People to Come Together
Laura McQuarrie — February 27, 2016 — Marketing
References: adweek & refinery29
"Reach across the aisle" is a phrase that's commonly used in American politics to represent the divide that exists between opposing parties. In the midst of the 2016 presidential election, JetBlue put this term to good use for a campaign of its own.
Onboard a flight, 150 passengers were told that they were going to be given a free round-trip fare to one of 20 international or domestic destinations. Of course, there was a catch—tickets would only be given out if all the passengers could "reach across the aisle" and come to a completely unanimous decision.
While there is initially a divide in destination choices, there are a series of votes and even some speeches from passengers that eventually leads to everyone agreeing to venture to Costa Rica.
Onboard a flight, 150 passengers were told that they were going to be given a free round-trip fare to one of 20 international or domestic destinations. Of course, there was a catch—tickets would only be given out if all the passengers could "reach across the aisle" and come to a completely unanimous decision.
While there is initially a divide in destination choices, there are a series of votes and even some speeches from passengers that eventually leads to everyone agreeing to venture to Costa Rica.
Trend Themes
1. Collaborative Decision-making - Opportunity for businesses to implement collaborative decision-making processes that encourage unanimous agreements among stakeholders.
2. Innovative Marketing Campaigns - Opportunity for businesses to create unique and attention-grabbing marketing campaigns that engage and surprise customers.
3. Promotion of Unity and Togetherness - Opportunity for businesses to promote unity and togetherness as a core value, leveraging it in their branding and messaging strategies.
Industry Implications
1. Airline Industry - Disruptive innovation opportunities for airlines to incorporate collaborative decision-making processes and unique marketing campaigns to enhance the passenger experience.
2. Hospitality Industry - Disruptive innovation opportunities for hospitality businesses to emphasize unity and togetherness as part of their service offerings, creating memorable and inclusive experiences for guests.
3. Marketing and Advertising Industry - Disruptive innovation opportunities for marketing and advertising agencies to develop creative campaigns that tap into emotions and promote unity and collaboration.
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