For the past decade, JetBlue has become one of America’s fastest-growing brands by restoring humanity to the increasingly depressing world of air travel. They do this by offering every passenger free TV, lots of legroom, complimentary snacks—in other words, all the amenities the other guys cut long ago. Our challenge was to share the JetBlue experience with every traveler, even those who weren’t flying our airline. Our solution was to launch the Flyer’s Collection—a high-end line of products designed to make any flight a bit more JetBlue-ish.

Products included: the Extrago Sherpa Shirt—which allowed you to wear your luggage instead of paying a fee to check it; Depth Goggles gave the wearer the illusion of having legroom; The Marshpillow offered travelers food and comfort at the same time; even a biting stick for those really painful flights that you just have to endure.

We took over an abandoned storefront in New York’s trendy Meatpacking District and filled it with the kind of eye-wateringly loud liquidation signs that were everywhere in New York during the economic collapse. Underneath the banner of “Everyone Must Go”, signs advertised our fares with little twists and unexpected copy. When pedestrians opened the door to the store, they saw moving boxes printed with JetBlue destinations, continuing with our “going out of NYC” theme.

JetBlue had its strongest showing in the NYC market ever, averaging 105,000 impressions per day. 1.7 million passengers flew in January alone, a 6% increase compared to January 2009.