Social video series
Air travel isn’t always glamorous. Airports, TSA lines, and sitting in a metal tube at 35,000 feet with complete strangers bring out some very real human behavior. When you’re forced to rub elbows with people you don’t know, etiquette matters.
While most airlines focus on polished, aspirational storytelling, JetBlue took a different approach. Flight Etiquette leaned into the relatable, slightly absurd realities of flying and used humor to reflect how people actually experience air travel.
The series reframed everyday frustrations as shared cultural moments, reinforcing JetBlue’s personality while inviting customers to laugh at themselves. Seven short videos became JetBlue’s most engaging Facebook series to date, generating $1.03M in earned and shared media, 38 media mentions, and more than 100 million in total reach. It even made Hoda Kotb laugh on the Today Show.
My role: project lead, social media and content strategist, producer
We promise - the plane won't leave without you. #FlightEtiquette
When your seat mate won’t take the hint, what do you do? #FlightEtiquette
That moment during a flight when things can get plane awkward. How do you handle it? #FlightEtiquette
Which way do you slide? #FlightEtiquette