This summer, as TNT prepares to launch the eagerly anticipated new series DALLAS, and as JetBlue Airways marks the start of its new route between Dallas/Fort Worth and Boston, the two innovators are teaming up with a unique marketing campaign designed to surprise and delight DALLAS enthusiasts and JetBlue customers alike with a Texas-size welcome stunt kicking off the two month campaign.
Using the Earth as his palette, environmental artist Stan Herd created a five-acre art installation that is visible from all JetBlue flights departing from or arriving to Dallas/Fort Worth Airport (DFW). Herd’s art installations, known as Earthworks, are renowned around the world for their creativity and use of sustainable materials. His DALLAS/JetBlue art installation incorporates 20 tons of mulch, 10 tons of sand, 6 tons of rock, limestone, prairie hay, crushed pecan shells and even Terra Blues® (available on board JetBlue flights) to help achieve the blue hue of the JetBlue logo. The image, best seen from the sky, features two of the most recognizable DALLAS characters, JR Ewing (Larry Hagman) and Bobby Ewing (Patrick Duffy), as well as the iconic Southfork arch and the message “Dallas Welcomes JetBlue.” The installation will be in place through July 31 and was unveiled at a private event held on June 1st in Dallas.
“DALLAS has a reputation for being larger than life, from the characters and the scheming to the power struggles and the backstabs,” said Tricia Melton, Senior Vice President of Entertainment Marketing for TNT, TBS and Turner Classic Movies (TCM). “Nothing is done on a small scale with the Ewing clan, so when we thought about how the Ewings would welcome JetBlue to Dallas, we knew the message had to be big and bold. This five-acre environmental installation embodies not only the Ewing spirit but also the dramatic impact of the TNT brand and the quirky, fun personality of the JetBlue brand.”
All JetBlue customers will also enjoy special DALLAS content on board, including commentary from the series cast and a behind-the-scenes look at Herd’s Earthwork installation on individual seatback TVs with 36 free channels of DirecTV. Customers will also be able to watch the pilot episode of TNT’s new DALLAS onboard in July, and can learn more about DALLAS on their seat-back cards. The airline’s best-in-class inflight crewmembers will make special announcements as flights pass over the installation, encouraging passengers to take a peek.
“We are thrilled to receive this Dallas-size welcome from TNT and the cast of DALLAS.” said JetBlue’s Manager of Regional Marketing Jace Hieda, “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 – flying to DFW has never been so affordable or fun!”
Coinciding with TNT’s premiere of DALLAS on Wednesday, June 13, and to celebrate the May 1 launch of three daily flights between Boston and Dallas/Fort Worth, JetBlue is offering fares as low as $140 June 4 through 6, 2012 at www.jetblue.com for travel between BOS and DFW from June 18, 2012 and November 14, 2012 (a.). DFW is JetBlue’s 3rd BlueCity in Texas, adding to the list of Austin and Houston and easy connections via Boston can also be made from other cities including New York, Washington, D.C. and more.
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