We launched the Flyer’s Collection—a high-end line of products designed to make any flight a bit more JetBlue-ish.

Products included: the Extrago Sherpa Shirt—allows you to wear your luggage instead of paying a fee to check it; Depth Goggles gave the wearer the illusion of having legroom and The Marshpillow offered travelers food and comfort at the same time.The Flyer’s Collection launched at the height of the holiday travel season with a pop-up store in the heart of Manhattan’s Meatpacking district. We also supported the campaign by distributing catalogs in car services headed to New York City airports, in newspapers and magazines, and with transit advertising across the city. Additionally, our Facebook application allowed users to browse the collection and share our products as virtual gifts to their friends. We also made the first ever media buy in NYC towncars, reaching 150,000 people on the way to the airport.

In just two weeks, over 2.6 million pedestrians saw the store. The initial print run of catalogs was snatched up within days, and the space was blogged about on influential New York real estate like Racked and Curbed. Visitors to the store were asked to visit the Flyer’s Collection site on Facebook which had the added effect of tripling the number of JetBlue fans.And hundreds of customers called JetBlue asking if they could buy our fictional products.