Jetblue - Reach Across The Aisle

Jetblue - Reach Across The Aisle

To coincide with the US Presidential election season kicking off, JetBlue chose to promote unity and healthy public discourse by offering to give a planeful of passengers a free round-trip ticket to their choice of JetBlue holiday destinations.

The catch? They had to “reach across the aisle” to agree on the places they’d like to visit. This promotion was ideally timed given the divisive nature of the U.S. Presidential campaigns. “Can 150 strangers do something that Washington struggles to do? Work together,” the airline asked.

Tim Vaccarino, excecutive creative director of JetBlue’s agency, MullenLowe, told Adweek .

This being one of the most polarizing political climates in history, we saw an opportunity to make a comment about what’s truly possible when we all work together.

After speeches, deliberations, and civilized debates, the passengers ultimately voted in favor of visiting Costa Rica. JetBlue made a video of the event which notched up over one million views on YouTube. JetBlue also shared the video on its Facebook page where it garnered over 13,000 likes.

This is not the first time that JetBlue used a little politics in a promotion. During the 2012 Presidential Election, JetBlue played off claims by some of the electorate that they’d leave the country if their candidate did not win by gifting one-way tickets to “winning” members of the losing party.

JetBlue’s “reach across the aisle” campaign caught the attention of major U.S. television networks , and publications like Fortune, AdAge and Mashable .