To promote the launch of JetBlue’s new direct flights from New York to Palm Springs, the Greater Palm Springs Convention & Visitors Bureau invited New Yorkers to “break out of the chill” of winter. Two ice molds with prizes frozen into them were dropped in Manhattan, one in Flatiron Plaza and one in Washington Square Park on Jan. 7, offering New Yorkers the chance to win free airfare and accommodations to the desert oasis.
The six-foot by six-foot stacks of ice blocks contained prizes like golf clubs, sandals, pool attire and party sneakers—all the accessories needed for an extended stay in Palm Springs. And to make chilly New Yorkers work for it, brand ambassadors gave out simple instructions: use whatever you have on you to crack open an ice block, whether it’s your keys or your Equinox membership card. (Word is one consumer ran to the local hardware store to buy a hammer.) Of course, one block contained the golden ticket: that free trip.
The two brands offered a digital blast of warmth as well. Those who couldn’t be on-site could virtually break out of the chill on social media by posting how they’d spend their time in Palm Springs with #JetBluePSP and @thegpsoasis to win prizes such as a GoPro or a BMW performance driving class.
The activations followed three weeks of digital and print marketing campaigns promoting the inaugural flight from JetBlue, which took place Jan. 14, as well as a media event. While Palm Springs has had nonstop flights from other carriers out of New York, this marks the first time JetBlue has ever flown into Palm Springs, let alone from New York, says David Shanks, vp-digital marketing, IT and partnerships, at Greater Palm Springs CVB.
“This is the first time we’ve done any kind of social media campaign or activation in any market, ever, and since New Yorkers are used to seeing so much happening every single day, we knew it had to be something eye-catching, immediate and something they had really never seen before,” he says. Agency: Ignited, Los Angeles.