JetBlue calls itself New York's Hometown Airline and its latest campaign Let Music Move You recognizes NYC buskers, musicians who play on the subway and on the sidewalks. This campaign is designed as an example to illustrate how some New Yorkers are inclined to help each other out.
Rokkan served as the lead agency on this initiative, responsible from concept to execution.
The airline, in partnership with VH1 Save the Music surprised three buskers with one year of travel, since the cost of travel is one of the greatest expenses for up-and-coming musicians.
The buskers were selected by talent agency Superfly Productions. Although none of them were born and raised in New York, all of them now consider New York home and have been busking here for many years. They were filmed playing original songs in some of their favorite busking locations around NYC, including Bryant Park, Washington Square Park and Waverly Place.
The video will live on JetBlue’s YouTube channel and will be supported via other social engagement throughout the next several weeks.
Additionally, JetBlue and VH1 Save the Music Foundation have joined together to launch a charity buzz auction that will run until September 23. People bid on items such as tickets to a Drake concert or Boston Bruins game. All proceeds will benefit the music program at P.S. 48X.