JetBlue traded Jamaica Station train tickets for plane tickets to Jamaica

JetBlue, New York's hometown airline, wanted to turn a cold, dreary rush-hour ritual into a tropical escape, in partnership with the Jamaica Tourist Board.

Rokkan found 15 commuters willing to trade their Jamaica Station tickets for a JetBlue Vacations package (air + hotel) to Montego Bay — and gave the train tickets back. The exchanges were filmed into a long-form film, with paid media and social influencer activations handled by MullenLowe.

The long-form film ran with paid placements and influencer activations, and the campaign tied into #JetBlueFlashFares from JFK to Montego Bay starting at $20 one-way.

Changing trains at Jamaica Station can be one of the most hectic parts of a New Yorker's commute, especially in midwinter. JetBlue, self-styled as New York's hometown airline, saw the station's name as an invitation: turn the cold, dreary rush-hour ritual into a tropical escape, in partnership with the Jamaica Tourist Board.

Rokkan led creative and production, finding 15 commuters willing to change their daily routines by trading their Jamaica Station train tickets for a Jamaica plane ticket — a JetBlue Vacations package with air and hotel to Montego Bay. Yes, JetBlue returned their train tickets; crew members kept their own. The exchanges were captured in a long-form film (production by Honor Society, edit by Fluid), supported by paid media and influencer activations from JetBlue's agency of record MullenLowe.

For commuters who missed the station stunt, the campaign carried into offers: #JetBlueFlashFares from New York JFK to Montego Bay from $20 one-way, and up to 65% off select hotels on JetBlue Vacations packages booked by February 6, 2017 for travel March 15–April 30.

The name coincidence — Jamaica Station to Jamaica — does the selling by itself; the stunt just makes it literal.

Catching commuters at their most miserable moment makes the tropical alternative feel earned, not advertised.

Fifteen real trades gave the film real protagonists instead of actors, and the returned train tickets kept the gesture generous.

A place name that reads like an ad is a free creative asset — stage the pun where commuters already stand, then let the film retell it.

As of 2017-01-31 the film was set to run with paid media and influencer support, and the flash-fare and hotel offers were live for bookings through February 6, 2017.