NEW YORK During the summer, many New Yorkers get half days at work on Fridays—which is why JetBlue Vacations, the airline's vacation packages platform, recently gave passersby a chance to make the most of their longer weekends by offering free trips to Bermuda.
The New York-based airline partnered with the Bermuda Tourism Authority to host a public phone stunt on Broadway between West 40th and 41st streets on July 28. The “Bermuda Calling” activation showcased a storefront that was decked out with Bermuda imagery and on-theme signage advertising two-hour flights to the subtropical island.
A phone attached to the storefront rang sporadically throughout the day, and curious passersby who picked up the phone were awarded free trips to Bermuda from a person on the other end of the line.
The activation was conceptualized by MullenLowe and produced by Pearl Media. See how unsuspecting New Yorkers reacted to the phone stunt below.