In a bid to set itself apart from other airlines, JetBlue brought back its "Live From T5" concert series, kicking off the experiential effort with a performance by Sarah McLachlan inside its terminal at John F. Kennedy Airport last Thursday evening. The initiative is the latest in the budget carrier's collection of progressive marketing tactics and was developed last year as a platform through which JetBlue could highlight its in-flight entertainment programming and form relationships with musicians. This year the airline and Superfly Marketing Group, the producer of the series, selected artists whose appearances would dovetail with JetBlue services.
"It's easy for us to go out and get bands to perform and pay them, but we wanted this to be a marketing partnership that would not only be beneficial to the brand, but to the artists as well," said Chad Isaaq, executive vice president of partnerships for Superfly Marketing Group, the marketing and event production arm of Superfly Presents, the co-creator of the Bonnaroo Music & Arts Festival. "[Last year] was establishing, building some credibility around the brand to show that they could play in the music space, and 2010 is taking it to the next level."
For McLachlan, it provided exposure for her new album, Laws of Illusion, and upcoming appearances at the 2010 Lilith Fair, the music festival she co-founded, which, in turn, drew attention to flights JetBlue makes to the cities on the tour. The concert series also ties into the airline's overall strategy of actively using social media: 15 Facebook fans won tickets to meet McLachlan and see the performance, and JetBlue may post video from the event to its Facebook page and YouTube.
JetBlue has yet to announce the remaining artists in this year's series.
