jetBlue Launches Dynamic Roadside Digital OOH Campaign “Escape the Cape”

September 16, 2019
Charlotte Jones

jetBlue Dynamic Digital OOH

jetBlue airlines launched “Escape the Cape,” a dynamic, digital OOH campaign that targeted Boston vacationers stuck in heavy traffic driving to Cape Cod. The campaign encouraged vacationers to explore different vacation destinations with similar travel times.

Created by Mullenlowe, the campaign used real-time transport API’s and jetBlue’s flight schedule to compare Cape Cod driving times to flight times for alternative destinations. For example, the campaign copy would suggest that Cape Cod by car is 4 hours but San Juan by plane is 3.55 hours. 

Digital OOH media was planned and bought by Rapport and managed and distributed through OpenLoop, the dynamic creative optimization server from QDOT. OpenLoop analyzed the Transport API’s data and automated the playout of geo-targeted information across multiple media owners and formats. The roadside push supported the broader “Fly Faster” campaign spanning TV and OOH.

Produced by Grand Visual, the campaign was live from 19th August till 1st September 2019 and ran across large-format digital billboards around Boston. The dynamic digital OOH campaign also ran on the side of a mobile billboard provided by AllOver Media, the first time the format had supported a dynamic campaign.

Ben Putland, Managing Director of QDOT comments,

“Integrating real-time data feeds into this roadside campaign produces a clear and hard-hitting message for drivers – you really can fly faster than you think. With clever ad tech we can now reach a broadcast level audience, whilst delivering tactical and relevant information at a community level, that is powerful.”