Campaign details

Brand: JetBlue
Brand owner: JetBlue
Lead agency: MullenLowe US
Country: North America
Industries: Airlines
Media channels: Competitions & contests, Online video, Public relations, Social media, Word of mouth, influencers
Budget: Up to 500k

Executive summary

JetBlue, the US global airline and travel company, needed to become the ‘first choice’ airline during the key holiday travel season – the most difficult time of year to break through. Moreover, its budget was less than $400,000.

The only thing better than family time during the holidays are the little escapes from family time during the holidays. We wanted to give people an escape from the inevitable family tension of the holiday season and developed Get Packing! – the board game that gave families a break, and for the winner, a free flight. It was JetBlue’s version of Willy Wonka’s Golden Ticket.