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Special Project

Special Project
From the 7th Annual Shorty Awards

Happiest Travel Day

Winner in Travel


The Wednesday before Thanksgiving is notorious for being one of the busiest travel days of the year. This year, JetBlue Airways and wanted to make sure this day was also the happiest. JetBlue and Zappos, two of the nation's most recognized customer-service centric brands, joined forces to deliver an unforgettable surprise and delight experience for unsuspecting customers at JetBlue's home base, Terminal 5 (T5) at New York's JFK International Airport.

Strategy and Execution

Activating in an airport and one of the busiest travel days of the year is a feat in and of itself. Committed to making the day before Thanksgiving travel experience even better, JetBlue and Zappos took over both departures and arrivals at JetBlue's T5, creating unique moments to further brighten the journey for unsuspecting customers. An event that reached new heights with this partnership, both brands realized the importance and value each brought to the table with the common goal of giving back. One couldn't have done it without the other and a beautiful partnership was born with the sole goal of honoring their customers and those most in need.

Leveraging JetBlue's pre-security Holiday Helper crew members, the collective team uncovered personal travel stories of interest and relayed them to a post-security cheering section that was ready to wow customers with customized cheers, well wishes and Zappos merchandise gift packages. In arrivals, a baggage belt was transformed into a prize wheel where lucky customers had the chance to win one of twelve prizes from both JetBlue and Zappos. In an effort to brighten the day for all this Thanksgiving, both brands also provided support to those unable to travel and spend the holiday with loved ones. JetBlue and Zappos dedicated 'Give Thanks' panels on the baggage claim game to community-oriented charities within each of their hometowns; enabling customers to give back this holiday. Donations included meals to Feeding America and children's toys to the Boys & Girls Clubs of Southern Nevada.

Customers took to Twitter to share their excitement and press gravitated to the feel-good story:


Video for Happiest Travel Day

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