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JETBLUE

MINT ROOM AT THE GROVE

CONSUMER EVENT, LIVE PERFORMANCE

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// CHALLENGE

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

// SOLUTION

Allied Experiential 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.

// EXECUTION

The agency 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. A tapas-style menu featured gourmet bites created by the airline’s Mint partners Saxon + Parole and Mah Ze Dahr. A centerpiece “mocktail” bar served Mint-inspired drinks. Consumers were encouraged to take a #JBSeatSelfie for a chance to win a roundtrip Mint ticket. The first 50 participants received a JetBlue Mint Birchbox. We also produced a VIP cocktail party with a performance by contemporary bluesman Gary Clark Jr.

// RESULTS

30,000+ people went through the experience, generating 300K+ social media impressions.

seating area at jetblue mint room experiential marketing event
signage for jetblue mint room event planners
crowd at jetblue mint room experiential marketing event
customers in set design at jetblue mint room event planners event
people in line at jetblue mint room experiential marketing activation
stage performance for jetblue mint room experiential marketing event
crowd at jetblue mint room by event planners allied experiential
drinks being served at jetblue mint room experiential marketing event
mint packaging for jetblue mint room
watermelon salad for event planners allied experiential
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