The US domestic airline JetBlue is known for its strong brand and corporate culture. However, in the light of the company's growth, it was perceived that the Marketing group was becoming fragmented.
Jet Blue appointed Imagination to work with the group to establish and explore key issues they faced, with a view to developing a programme of activity to establish the foundations for a wholly integrated marketing vision.
We conducted a series of interviews with different people within Jet Blue Marketing. Their feedback informed the development of a two-day programme which we called ‘oneBlue'.
This focused on team-building within the Marketing department, setting out JetBlue's brand and values, as well as defining how each team contributed to the company's overall success.
Throughout, the emphasis was on creating an informal environment, so we introduced engaging activities to encourage participants to think outside their day-to-day roles.
Feedback confirmed that the programme achieved its primary objective of ensuring every team member understood how they and their peers contribute to the JetBlue brand, so creating more effective cross-functional partnerships.
The success of this particular project has involved us in partnering with JetBlue to develop a series of initiatives to refresh internal understanding of the company's culture and brand.
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