Brief: Earn media and conversation for the new jetBlue route to Minneapolis

Idea: JetPurple

To celebrate the route to Minneapolis, JetBlue will pay homage to the city’s most famous son: Prince

For the first week we change the name of JetBlue to JetPurple:

This PR story will be a respectful and sincere ‘love letter’ to Prince and his home city:

Purple Limo ride for selected travelers (sweeps/social posting)
A newly badged plane (decals)
Purple lighting in areas we can control
Prince music on the plane for the entire trip as curated by fans
Free Prince tours with tickets bought for week one: perfect for Business schmoozing, families or couples

“Good evening. This is your pilot Prince speaking.”

Lyric from ‘International Lover

Result: Nada. I pitched the idea twice (rare for me) first time through a west coast agency who were pitching the client. They went for a different idea of mine (not as good IMHO). The second time was at The Big PR co. It was pitched internally by an account bod with all the energy and enthusiasm of reading out a tax return, so it never reached the client. I still like this one.