MINT ROOM AT THE GROVE
CONSUMER EVENT, LIVE PERFORMANCE
Generate awareness and excitement for JetBlue’s new premium front-of-the-cabin service, Mint.
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.
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.
30,000+ people went through the experience, generating 300K+ social media impressions.