To generate awareness and excitement for JetBlue’s new premium front-of-the-cabin service, Mint, the agency produced the “JetBlue Mint Room at The Grove,” a Mint-inspired outdoor atrium and lounge at 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 as 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. Encouraged consumers to take a #JBSeatSelfie for a chance to win a roundtrip Mint ticket. The first 50 participants received a JetBlue Mint Birchbox. Produced a VIP cocktail party with a performance by contemporary bluesman Gary Clark Jr. 30,000+ people went through the experience, generating 300K+ social media impressions.