There’s one thing everyone is beholden to and never looks forward to: taxes.

As the brand on a mission to inspire joy and goodwill in humanity, JetBlue could turn negativity into positivity by giving something back to Tax Day’s biggest losers (and spark a ton of conversation in the process).

Travel and vacations are one of the top things people spend their tax refund on, but for the more than 20 percent of all Americans that won't get a refund or will owe money this year (according to the IRS), JetBlue wanted to give you a proper return – a return flight that is.

JetBlue’s “Tax Return Return Flight” made this otherwise dreaded day a day to look forward to by giving people a chance to get a one-way return flight on their next trip with JetBlue in exchange for not getting a tax return in 2017.

We owned Tax Day conversation by:

1. Robust PR strategy targeting Tax Day news. Conducted outreach pre-and-during campaign to lifestyle, travel, news and business press encouraging entries.

2. Being unmissable around brick & mortar tax locations. Deployed a robust OOH plan in NYC (our biggest market) and key markets Boston, Miami/FLL and Long Beach. Placements were inside a 0.5-mile radius around tax brick and mortar locations, and displayed on busses and adjacent to commuter rails for mass awareness.

3. Amplifying campaign video for increased reach and engagement. Pushed out campaign video across Facebook to reach tax info-seeker audiences.

4. Owning tax season dialogue capturing high SOV within the financial vertical. We leveraged behavioral, contextual, channel, and geographic targeting to reach tax info-seekers across relevant sites, and took out full-page ads in print publications. We integrated our message on Reddit, rotating in-stream native ads within contextually relevant tax and travel subreddits.

JetBlue’s Tax Return Return Flight amassed more than 200 earned media placements, resulting in 764 million earned traditional media impressions worth an estimated $3.15 million in ad equivalency. Top earned placements included The Tonight Show Starring Jimmy Fallon, ABC World News Now, Early TODAY Show, HuffPost, FOX Business, USA Today, and TIME.

The campaign created a groundswell of social media buzz resulting in more than 204 million social impressions and driving engagement to www.JetBlueTaxReturnFlight.com.

We beat our goal benchmarks of brand consideration and commitment by +3% and +4% respectively (Benchmark: JetBlue Brand Tracker)

Over the 15-day campaign, more than 205,000 people entered for their chance to win a free return flight. Website analytics show that the majority of those who entered were from JetBlue target markets (including Boston, Los Angeles, New York and San Francisco), showcasing the campaign’s ability to resonate with customers in focus cities.