Barclaycard celebrated the launch of the new JetBlue Card by energizing the company’s employee base with a series of internal events across the country. The highlight was transforming Barclaycard’s US headquarters into JetBlue’s iconic and ultramodern Terminal 5 at New York’s JFK airport.
The O’Malley Hansen team was called in three weeks before launch. We moved quickly to recommend a number of design elements and worked collaboratively with the internal communications team. We kept all event details a secret from Barclaycard employees to add to the impact of the lobby transformation. The night before the card launched our team was on-site, waiting for all employees to leave before the transformation could begin.
Blue lighting accents and carpets helped transform the entryway and backdrop, while massive vinyl clings on the main window replicated the main T5 terminal signage. We took over lobby TVs to showcase arrivals and departures, and signage near the entryway directed employees to all elevators – the “gates.” When the elevator opened, it appeared that employees were looking out an airline window to either a tropical or ski resort destination. We also equipped the leadership team, including chief executive officer Curt Hess, with air traffic controller vests and light sticks to direct employees to their gates when they came in for work in the morning.
Using the power of green screen technology and some highly visual and amusing props, we digitally transported BCUS employees across the country to iconic JetBlue locations including Las Vegas, New Orleans and the Caribbean throughout the day, and delivered photos to their email addresses.
By using an innovative mix of creative elements, the JetBlue Card launch provided an exciting and celebratory atmosphere that made BCUS employees feel both proud and appreciated.