JetBlue, which has been producing a “Live From T5 Concert Series” from inside its terminal at John F. Kennedy Airport in New York, is taking the show on the road — make that up in the air — through a pair-up with VH1’s “Big Morning Buzz Live,” hosted by Nick Lachey and Michelle Buteau.
The co-hosts will tape an episode of VH1’s morning show on a JetBlue flight to the South by Southwest festival in Austin, Texas, with celebrity chef Rachael Ray to be interviewed by Lachey, and electronic pop duo Marian Hill performing for passengers.
Ella Henderson will perform the song “Ghost” for those who will board the flight in Terminal 5.
JetBlue saw the live episode, which will air March 20, as a way to showcase its new redesigned A320 aircraft, which features a new business class and economy seats.
At the same time, it wanted to promote its concert series, which has featured Aloe Blacc, Rixton, Goodie Mob, the Wanted, Taylor Swift, Ellie Goulding, Lady Antebellum, Emeli Sande, Sarah McLachlan and Daughtry inside JFK’s Terminal 5.
Like many airlines, JetBlue sees new inflight entertainment offerings as a way to attract customers, and wanted to launch its concert series to offer ticketed passengers more exclusive experiences inside its redesigned terminal at JFK.
JetBlue carries flies 32 million customers a year to 87 cities in the U.S., Caribbean, and Latin America, with an average of 825 daily flights.
The airline isn’t the only major carrier to turn to festivals like SXSW to promote their brands.
In addition to traditional sponsorships, Delta Air Lines created a “Delta Festival Shuttle” for the Sundance Film Festival in January that offered a $130 ticket to event regulars and provided passengers with live in-flight entertainment, a VIP check-in and speedy processing through security.
But expect more partnerships like the one with “Big Morning Buzz,” as brands increase their high-concept promos as a way to showcase new product offerings with an array of celebs that will surely hype their experiences effusively to a captive audience.