Copywriting — JETBLUE
From ballparks to inboxes, I was responsible for ensuring JetBlue sounded unmistakably like JetBlue.
As the sole marketing copywriter, I carried the brand voice across physical spaces, digital channels, and promotional campaigns — making sure the personality held whether it showed up on stadium signage, in a customer’s inbox, or across social feeds. When JetBlue held naming rights to JetBlue Park at Fenway South, the Spring Training home of the Boston Red Sox, I wrote ballpark ads and signage that mixed baseball puns with JetBlue’s signature wit — playful, smart, and self-aware — turning a sponsorship into an extension of the brand.
At the same time, I concepted and wrote high-visibility promotional campaigns such as NYC Flight Week, a city-inspired fare event built around New Yorkers’ love of themed “weeks.” I developed weather-triggered buzz campaigns like Hot Seats, holiday emails turned into jingles, and non-sale engagement pieces that used infographics and simple math to reinforce JetBlue’s differentiators.
Across signage, email, digital advertising, and social, the challenge was always the same: balance promotional urgency with a voice that felt human and clever without trying too hard. That consistency helped drive stronger engagement, higher open rates, increased traffic, conversions, and revenue.
My role: Copywriter and strategist
Hot Seats was a weather-triggered buzz promotion in August 2014. When the temperature was predicted to hit 90 degrees, we ran teaser copy through social and email days leading up to the launch. I wrote digital copy for all phases of the campaign.
'Tis the season for the same old trite holiday travel tips. But by turning tips and product benefits into a holiday jingle, I wrote an email that was fun, memorable and not overly promotional. Try to stop yourself from humming "Jingle Bells" as you read the email.
Every once in a while, JetBlue will push a non-sale email to engage customers and incentivize click behavior. I love infographics and (simple) math, so this was one way to illustrate JetBlue's unique selling points.
