JetBlue has taken a very unique approach to promote its presence at the Dallas/Fort Worth airport. The airline, which began service to and from the Texas airport on May 1, has partnered with TV network TNT to commission a five acre advertisement created by the environmental artist Stan Herd. Positioned in a field next to the airport, this completely natural and environmentally friendly art installation was unveiled on June 1st and will be visible through July 31st to any lucky passenger with a window seat flying in or out of the airport. Not only is it meant to promote JetBlue’s service, but also TNT’s new TV series, Dallas, which is a re-make of the hit drama from the ‘80s. The artist calls his installations “Earthworks,” and this one is made entirely of natural ingredients such as mulch, sand, rock, limestone, crushed pecan shells, and more. In addition to the JetBlue logo, Stan Herd’s creation also includes the TNT logo and Dallas name, plus images of the two main characters from the show. According to Jace Hieda, JetBlue’s manager of regional marketing, “This partnership is a perfect example of how we try to make the flying experience more enjoyable for our customers with fun extras and entertaining experiences. It also presented us with an opportunity to tell the story of our launch into DFW in a unique way.”
This unique advertising approach sounds like it would definitely add an entertaining element to a flight, and I think it goes well with JetBlue’s increasingly popular and unorthodox brand strategy. I’m not going to book a flight to Dallas just to see it, but I appreciate that there is still an airline out there focusing on more than just increasing fees.