The Challenge

Generate awareness and buzz for JetBlue’s new premium front-of-the-cabin service, Mint

The Big Idea

Design and produce the “JetBlue Mint Room at The Grove,” a Mint-inspired outdoor atrium and lounge

How We Did It 

  • Partnered with the high-trafficked Los Angeles shopping center, The Grove
  • Recreated the airline’s Mint cabin to allow consumers to test out its lie-flat seats
  • JetBlue inflight crew demoed the seats and answered questions
  • Served a tapas-style menu that featured gourmet bites created by the airline’s Mint partners Saxon + Parole and Mah Ze Dahr
  • Created a centerpiece “mocktail” bar that served Mint-inspired drinks
  • Produced mobile device charging stations
  • Encouraged consumers to take a #JBSeatSelfie for a chance to win a roundtrip Mint ticket. The first 50 participants received a JetBlue Mint Birchbox—identical to the boxes featured on each flight
  • Produced a VIP cocktail party with a performance by contemporary bluesman Gary Clark Jr.