Smart strategy to encourage people to break out of the chill and fall into summer.

Another great ambient marketing campaign that aroused my interest was held a few weeks ago in New York by the Greater Palm Springs and JetBlue to promote JetBlue airline’s new non-stop service from NYC to Palm Springs, California, and to help New Yorkers find their warm summer oasis! If you’re interested, continue reading!

It’s commonly known that people love challenges and win prizes. Without thinking twice the Greater Palm Springs Convention&Visitors Bureau and Jet Blue gave people such opportunity! By partnering with agency Ignited, USA, New Yorkers were invited to partecipate in an ‘Ice block challenge.’

Huge blocks of ice were set up in the centre of New York to challenge passers-by to break the ice of the chill and get to the warm sunny oasis. In order to make this initiative more alluring, a range of summer items, such as flip flops, tennis racquets and so on, was frozen in these blocks of ice. JetBlue airline tickets to Palm Springs with accomodation were the main prize as it was said on Ignited’s website. Isn’t it cool? 😉

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To my mind, this campaign revealed a brilliant way to promote summer travel destinations! What do you think of it? 😉

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