Once upon a time, JetBlue offered a new direct flight from NYC to Palm Springs. There’s plenty of ways to advertise this, right? Wrong. JetBlue took “thinking outside the box” to a whole new level when they dropped massive blocks of ice into Manhattan. Inside these ice blocks were prizes that you could use on your trip to Palm Springs—including, of course, free tickets to Palm Springs. New Yorkers could use whatever they had on them to break the ice and well, you can imagine how that played out.
By going beyond the run-of-the-mill digital and print marketing campaigns and mixing in an interactive one, JetBlue managed to stand out from the countless other airlines that already had direct flights from New York to Palm Springs. David Shanks of the Greater Palm Springs Convention & Visitors Bureau explained, “…we knew it had to be something eye-catching, immediate and something they had really never seen before.” Even for people who weren’t even remotely close to New York at the time to participate, it still sparked awe and conversation. We see you, JetBlue—well-played.