JetBlue Launches Smart Campaign to Become the Airline for Bigwigs

(MoneyWatch)  JetBlue has slowly been rolling out its latest marketing campaign, and it's a good one. Capitalizing on the anger pointing at executive offices throughout the US these days, JetBlue is positioning itself as the best airline for those CEOs who can no longer afford to fly on corporate jets.

This is obviously a spoof, and it's one that works. JetBlue tries to use this campaign to position the airline as offering a premium product, one worthy of the CEOs that we're all supposed to hate these days. But even if we hate them, we still want to get all those perks that they have. And these ads, though humorous, connect JetBlue's perks with "regular people."

The three ads themselves also highlight individual pieces of the JetBlue experience. The first one spotlights the breadth of the network which, in case you were wondering, includes "service to the hidden headquarters of the Illuminati where CEOs like us manipulate the shadow government that secretly rules the world."

The second looks at the airport experience, and it focuses on the brand new JFK Terminal 5. This is likely to be most effective for those Delta fliers in New York who have to brave the decrepit T2/3 complex regularly. Though, it does caution CEOs. "Unlike the terminals you parked your old private jet, T5 is filled with regular people." Then it looks at kiosks, which let "you get your boarding pass without talking to the aforementioned regular people."

The third and last spot focuses on the inflight experience, including LiveTV. I find the last to be the most effective because that's where JetBlue truly differentiates itself the most.

Overall, these spots do a good job of using humor to capitalize on current events while positioning JetBlue as having a premium product. It should work well for them, though at this time, these spots are not planned for television, so it's unclear how much exposure they will get.