American airline, JetBlue, has packed a plane launching a new route with YouTube stars so that they document the flight.
Kevin Nalts, Delphine Dijon, Justine Ezarik and Meghan Asha, amongst others, have been signed up to take part in the promotion with hoped from the airline that they will generate a stream of tweets and videos on their journey.
The aim is to create massive online buzz about the new route with exposure to their legions of fans.
None of the bloggers are being paid by the airline, but are receiving a free flight for their services, producing ‘family friendly’ work that credits the airline.
To facilitate their online needs, JetBlue is using its one plane with wireless internet access, BetaBlue, for the New York to Los Angeles flight.
The airline has also done a deal with ‘how to’ video producer Howcast to produce a series of air travel guides including "How to Fly Coast to Coast" and ‘How to travel in style with Ford model Delphine’.
They will be distributed on Howcast's network and YouTube. Meanwhile on Twitter, @JetBlue has more than 680,000 followers.
The new route’s marketing push is being supported by outdoor, radio and print ads. But the airline is counting on the YouTubers to create the biggest impact.
See the 'How To' with top model Delphine by playing the video below.
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