JetBlue has managed to achieve a great amount of earned media through a new consumer engagement campaign that is leading the way in re-shaping the landscape of authentic purpose-driven brand messaging. In her engaging talk, Tamara will focus on JetBlue is engaging consumers at a deeper level – through the power of emotion to influence consumer attitudes and behavior. She will also share insights from their Purpose-Driven Content Strategy and show examples throughout their People, Planet and Politics with campaigns such as their recent launch of service to Cuba connecting families after more than 50 years (people); Their work to stop wildlife trafficking (planet) and “Reach Across the Aisle”, a unique and truly impressive experiment in consumer engagement (politics).