JetBlue - Celebrity Baggage
We needed to create buzz in LA about JetBlue’s “First Bag Free” baggage policy. So we tapped into a truth Hollywood was already talking about. The fact that Celebrities carry a lot of excess baggage. And positioned JetBlue as the one to help free them of it.
We launched with an open letter to celebrities in the LA Times asking them to hand over their excess baggage to JetBlue, so it could do some good for a change. Lindsay Lohan, Joan Rivers, Kelly Osborne, Ryan Seacrest, Jessica Simpson, Donald Trump and many others generously donated actual bags from their personal collection in response. Response in the social community was huge and even the Celebrities themselves sent out tweets to raise the price of their own bag.