US airline JetBlue has partnered with Barclaycard to make US commuters green with envy by pairing a billboard with real time travel projections, telling New Yorkers how long it would take them to travel to holiday hotspots.
Using a 2200 square-foot digital billboard in Times Square, the company is not-so-subtly giving commuters detailed travel plans in order to tempt them into an impulse holiday booking from JFK airport.
Using ON Smart Media's Liveboard and advertising.app, Outfront Media, JetBlue is helping to combat the belief that air travel is lengthy and burdensome.
Numerous data feeds measure traffic travel time, airport dwelling and flight information to inform a countdown clock, which tracks the overall travel duration to featured destinations.
Andy Sriubas, executive vice-president, strategic planning and development, Outfront Media, said: “This is a city renowned for advertising and innovation, and we are thrilled to debut the world's first large format billboard with ad.app technology in Times Square.
"JetBlue and Barclaycard have always been forward thinkers. They have created a standout digital campaign, which earns the attention of consumers using dynamic engaging content on an enormous vivid display. Their amazing team took advantage of conditional triggers, adaptive creative and other cutting-edge technology to enhance the experience for the hundreds of thousands of pedestrians who pass through Times Square each day.”
Philip Ma, JetBlue's manager of advertising, added: "The Outfront collaboration presented a unique opportunity to engage and educate our customer.
"In partnering with an innovative media company, we are able to tap into the ever-growing digital trend while creating awareness around the new JetBlue Card issued by Barclaycard."