SCREENVISION ANNOUNCES PARTNERSHIP WITH JETBLUE AIRWAYS FOR A SUMMER CAMPAIGN
New York City, NY – (July 16, 2009)
Screenvision, a leading innovator in cinema advertising, has teamed up with JetBlue Airways to launch a comprehensive in-cinema summer marketing program starting July 17 and running through August. The 360-degree campaign will be exclusive to Screenvision and will be highlighted by a 30-second animated spot, which will be showcased through two innovative creatives. The spot will air within the Premium Pod™ segment of Screenvision’s July and August preshow. Only Screenvision offers marketers this premium ad placement right before the previews.
The in-cinema JetBlue brand experience will also include lobby posters, on-screen trivia slides and handouts. The campaign will be featured across Screenvision theatres in five key JetBlue markets: New York, Los Angeles, Boston, Miami/Fort Lauderdale and Orlando.
“We are excited to welcome JetBlue as a partner to Screenvision’s national cinema advertising network and provide them with an effective platform to showcase their products,” said Michael Chico, Executive Vice President, Sales and Marketing, Screenvision. “JetBlue is an innovator in their sector, and their support confirms their recognition of the power of Screenvision cinema advertising.”
“Working with Screenvision has proven to be a good investment for JetBlue,” said Fiona Morrisson, Director, Brand Management and Advertising, JetBlue Airways. “The ability to reach our core customer base through multiple touch points is key to highlighting the many more amenities and service qualities we offer. Being able to present compelling and creative advertisements on a giant screen is also a unique method that few other mediums can match.”
The animated spots focus on the amenities that JetBlue offers to customers, which make them soar above other airlines. The spots inject humor into the topics of in-flight entertainment and leg room. Each spot begins on another airline called “Other Guy Air.” In the first spot, a customer has a negative experience with in-flight entertainment; in the second spot, the challenge is with lack of legroom. From that negative experience on “Other Guy Air,” the customer is miraculously transported to a JetBlue flight for a superior travel experience with individual seat-back in-flight entertainment and plenty of legroom to stretch out.
Headquartered in New York, N.Y., Screenvision is a national leader in cinema advertising, offering on-screen advertising, in-lobby promotions and integrated marketing programs to national, regional and local advertisers and providing comprehensive cinema advertising representation services for its theatrical exhibitor partners. In the U.S., Screenvision’s cinema advertising network is comprised of over 15,300 screens in more than 2,400 theatre locations across all 50 states and 93% of DMAs nationwide; delivering nearly 600 million consumer impressions annually through more than 150 theatrical circuits, including 17 of the top 25 exhibition companies. Screenvision is a joint venture between ITV plc (LSE: ITV), the UK’s largest commercial television network, and Thomson (Euronext Paris: 18453; NYSE: TMS), a global supplier of technology, services, and systems to the media and entertainment industries. For more information: http://www.screenvision.com.
ABOUT JETBLUE AIRWAYS
New York-based JetBlue Airways has created a new airline category based on value, service and style. Known for its award-winning service and free TV as much as its low fares, JetBlue is now pleased to offer customers Lots of Legroom and super-spacious Even More Legroom seats. JetBlue introduced complimentary in-flight e-mail and instant messaging services on aircraft “BetaBlue,” a first among U.S. domestic airlines. JetBlue is also America’s first and only airline to offer its own Customer Bill of Rights, with meaningful and specific compensation for customers inconvenienced by service disruptions within JetBlue’s control. Visit www.jetblue.com/promise for details. JetBlue currently serves 56 cities with 600 daily flights. New service to Baltimore begins on September 9. The airline also intends to commence service to Barbados (October 1); Saint Lucia (October 26); and Kingston, Jamaica (October 30). With JetBlue, all seats are assigned, all travel is ticketless, all fares are one-way, and an overnight stay is never required. For information or reservations call 1-800-JET-BLUE (1-800-538-2583), TTY/TDD 1-800-336-5530 or visit www.jetblue.com.
For more information regarding Screenvision, contact:
Jeffrey Klein/Jason Gellar
Dan Klores Communications