• by admin , December 9, 2011

Even though JetBlue allows passengers to check their first bag free, the airline wasn’t getting credit from a key market: Los Angeles. To draw awareness, mediahub from Mullen created the “Think Outside the Bag” media plan which invited celebrities like Lindsay Lohan and Brittany Snow to donate a piece of luggage for an auction benefitting a Los Angeles charity. The auction was promoted via ads in the Los Angeles Times, Variety and People magazine and on key entertainment sites and blogs.  A powerful element of the plan was a customized interactive video, which showcased the celebrity baggage at Santa Monica Place, including a QR code that would lead people to the auction site.