Ashley Graf

Work Samples

In the Spring of 2020, JetBlue wanted to celebrate the healthcare heroes working non-stop, by giving them a trip to recharge when the time was right. Ashley led a cross-functional team of colleagues and agencies to give away 100,000 free flights to healthcare professionals across the country. The program launched with a video in which JetBlue’s frontline - the crew members - celebrated their friends and family in healthcare. It drove to a nomination page in which JetBlue received 400,000 submissions (2.3x more than forecasted). The program was covered in the NY Governor’s daily TV briefings, earned 706MM earned media impressions (40% more than forecasted) and increased First Choice for JetBlue by 26%.

As JetBlue anticipated the launch of its service from New York to London in 2021, Ashley led the development of JetBlue’s campaign to introduce the brand in the UK. Ashley guided an inter-agency team to develop bold and playful creative that captured JetBlue’s voice and differentiated value proposition, framing them up to a new audience. Ashley guided the work through rounds of concepting, copywriting and treatment selection, as well as managing the shoot at JFK. The UK campaign came to life through high-impact OOH and animations on paid social. A mini-campaign introducing the route to New Yorkers was also launched through short-form paid social and display.

As the NFL navigated the return to football in the Summer of 2020, JetBlue stepped up to help reunite the Jets squad at training camp. Ashley led the development of a social-first campaign leveraging players Sam Darnold, Braxton Berrios, and Avery Williamson. Ashley worked with the Jets and JetBlue’s creative agency to negotiate the player contracts and produce the video content, leveraging the players’ self-shot videos, training camp film, and a video shoot of Sam Darnold at JFK. The campaign came to life through the players’ social channels, as well as the Jets and JetBlue’s, and saw over 10MM impressions.