The New York Times ran an article this morning entitled, "JetBlue May Be Big, but It Wants Fliers to Think Small." It discusses JetBlue's new $25 million dollar ad campaign, which will use "the Internet, events, promotions and word-of-mouth marketing along with more conventional tactics like television and radio commercials, print ads and billboards." To give an idea of the campaign's tone, the article reports,
For instance, in markets like New York, oversize boxes labeled "Help Yourself" will be left in public places, stuffed with free samples of the snacks the airline serves on its flights. And in Richmond, Va., a new JetBlue market, residents are to be treated to a free night at a local movie theater.
However, what caught my eye was the campaign's focus on creating content via collaboration with JetBlue customers.