JetBlue Encourages New Yorkers to Steal in Latest Fun Stunt

NYCTakeoff Stunt Rewarded the Sly with Nets and Jets Tickets, Free Flights

By Ann-Christine Diaz. Published on Sep 30, 2015

Editor's Pick

JetBlue has made a name for itself delighting NYC 9 to 5-ers with its fun out of home stunts, including a deceptively keen talking billboard and a Coke vending machine that rewarded the generous with free flights. This time, the company is encouraging New Yorkers to outright steal to promote itself as "New York's Hometown Airline."

With the help of its agency Mullen Lowe, this week brand placed 185 gift vouchers in public spots all over New York's five boroughs. But they were kind of hiding in plain sight--the vouchers were giant peel-off posters that people literally had to tear down in order to redeem.

The #NYCTakeoff ad, created in both English and Spanish, urged people to rip them off their bus shelters and promised some pretty impressive swag -- roundtrip flight vouchers, NY Jets and Brooklyn Nets tickets, a scoop of Brooklyn's Blue Marble Ice Cream.

Once people peeled off the ads, they revealed others with snarky lines: "Snooze You Lose," "Takers Gonna Take," "Report This Ad Stolen."

Some who swiped the flight vouchers got an added treat -- a surprise visit from a JetBlue crewmember. According to the agency, New Yorkers have already helped themselves to all 185 of the ads. Fortunately, JetBlue will be running the promotion again beginning on October 5, so keep your eyes peeled NYC.

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Sep 30, 2015
Mullen Lowe
Chief Creative Officer:
Mark Wenneker
Chief Creative Officer:
Mark Wenneker
Executive Creative Director:
Tim Vaccarino
Executive Creative Director:
Tim Vaccarino
Executive Creative Director:
Dave Weist
Executive Creative Director:
Dave Weist
VP, Creative Director:
Enrique Camacho
VP, Creative Director:
Enrique Camacho
SVP, Associate Creative Director:
Pete Shamon
Associate Creative Director/Technologist:
Joe Palasek
Senior Art Director:
Pier Madonia
Art Director:
Lisa Della Piana
Sarah Schmid
Han Na Jung
Alyssa Cavanaugh
Tony Frusciante
Production Supervisor:
Kristine Ring-Janicki
Content Producer:
Eric Skvirsky
Editor and Videographer:
Nick Brecken
Assistant Editor and Videographer:
Jake Stafford
Project Manager:
Molly McKeown
SVP, Group Account Director:
Drayton Martin
VP, Account Director:
Meredith Frisco
Senior Account Executive:
Vishal Chandawarkar
Copy Editing Manager:
Ashley Rumery
Strategic Planning Director:
Ellie Gogan-Tilstone
Senior Brand Strategist:
Sloane Beaver
SVP, Group Digital Director:
Jade Watts
Digital Media Supervisor:
Kelly McGowan
Media Planner:
Lauren Meyers
SVP, Account Director PR:
Jaclyn Ruelle
Account Director of PR:
Megan Oxland
Assistant Account Executive of PR:
Kelsey Labrot

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