Brand experience

As the Brand Strategist, I owned JetBlue’s brand music programming, from creating wanderlust-driven playlists in the airport to planning surprise-and-delight concerts at JFK’s Terminal 5. The goal wasn’t just entertainment. It was to bring JetBlue’s personality — nice, smart, stylish, witty, fresh — to life in a space most airlines treat as purely transactional.

I worked with a production agency, talent managers, media relations, the Port Authority, and airport leadership to secure free, in-terminal performances from top recording artists including Boyz II Men, Il Volo, CeeLo Green, Icona Pop, Aloe Blacc, Carly Rae Jepsen, Emeli Sandé, Vance Joy, Phillip Phillips, Gary Clark Jr., and others.

What became Live From T5 evolved into more than a concert series. It became a repeatable brand platform — one that gave JetBlue a cultural presence inside its own terminal.

We took Live From T5 on the road to Puerto Rico, Nashville, and Los Angeles, and even to JetBlue HQ’s rooftop for a Lady Antebellum show. I also secured a one-hour VH1 segment when we flew Nick Lachey, Michelle Buteau, and Rachael Ray to SXSW on a JetBlue charter flight.

Beyond the live moments, we built an amplification strategy across owned and earned channels, extending the reach of each performance and reinforcing JetBlue’s distinct voice. From Record Store Day integrations to flying contest winners to Las Vegas with Boyz II Men, Live From T5 consistently proved it wasn’t your average airport music program — it was an expression of the brand.

My role: Program owner and owned-channel strategist.