Our strategy was simple – get more people talking about their personal, positive experiences with jetBlue. If these recommendations came from media influencers and style-markers with the power to influence large consumer segments through blogs and social networks—even better!

To bring jetBlue's “Happy Jetting” concept to life in a tangible way, and for minimal dollar outlay, we produced jetVegas, a 36-hour extravaganza that transported 150 tastemakers, influencers, and lucky consumer Sweepstakes winners from New York to Las Vegas aboard a chartered jetBlue flight on the airline’s new, WiFi-enabled aircraft.

Consumers experienced first hand the fun and sense of adventure of jetting, while press and key influencers documented the experience to the outside world. Reporters blogged from the air about their jetVegas experience using jetBlue’s wi-fi service. Having media influencers writing and blogging from jetBlue's new planes created buzz and emphasized differentiation for jetBlue.

For minimal dollar outlay, the jetBlue team created a brilliant experiential idea that effectively delivered on the client's new “happy jetting” platform and generated positive brand dialogue. Having media influencers writing and blogging first-hand from jetBlue's new planes used social networking to create buzz and differentiation for jetBlue. The results exceeded all PR expectations!- Over 52,000,000 PR and media impressions delivered through the Pre-Event Sweepstakes and Post Event coverage.

- Event picked up by over 30 media outlets—jetBlue received rave reviews for this unique, experiential program.- Outpaced category for Share of PR for year.