Launch Song Airline in North America. Help prevent Jet Blue stealing more share from Song’s owner, Delta.

Background - Jet Blue was stealing share from all the major carriers by offering a cheap, service with a stylish, but pared down approach.

Business problem - No money to finance launch as airlines were under enormous financial pressure.

Creative strategy - Position Song as a value for money carrier aimed specifically at savvy female shoppers who understand good value and style when they see it.

Creative approach - Open a ‘Song Store’ in the heart of the Soho shopping district in NYC. Allowing consumers to sample Song’s stylish, well priced offering on the ground.

Results - 250 million+ impressions. Good Morning America broadcast from the pop-up store.