91% of all American adults say their favorite memories come from vacations. And yet, in 2017 more than 662 million vacation days went unused. We had to convince people to actually take a vacation by reminding them that work memories are no substitute for vacation memories.
We created Office Souvenirs, a collection of limited-edition work souvenirs, to remind people of the future JetBlue vacation they need to take. Office Souvenirs were for sale online and at the Office Souvenir shop in downtown Manhattan.
Traffic to the Vacations booking site exceeded goal by 26% (Goal 1M, actual 1.3M)
JetBlue Vacations actual bookings exceeded goal by 9% (Goal 11,906, actual 13,000)
Revenue goal exceeded by 12% (Goal $24M, actual $27M)
Also, while not a measured goal, 9 Vacation Souvenirs sold out on the website.
Total campaign ROMI was $9.71 for every $1 invested.