JetBlue Airways is in the midst of celebrating its 10th anniversary, and is using a variety of elements in its new campaign to tout the event.

A digital campaign includes the video-saturated experience.jetblue.com website, which lauds the experience of flying on a JetBlue flight, according to DM News.

The campaign includes a number of social elements. There is a share-to-social option on the experience page. A Twitter-enhanced scavenger hunt in New York City took place in march, with consumers having the opportunity to win free flights, MediaBuyerPlanner reports.

The JetBlue campaign is designed to get people talking about the company, which has been built around word-of-mouth since the beginning, says Fiona Morrisson, director for brand and advertising at JetBlue. With that in mind, it uses actual people who actually (claim to) love JetBlue talking it up. "We want to get customers to use their positive word of mouth to get our story out," Morrisson says (via The New York Times).

$10 Flights

Another element of JetBlue’s 10th anniversary push included a sale of $10 'last minute' flights, sold on May 11 and 12 only, for travel those same days. The company sent out an email blast to its frequent flyers early on Monday, along with postings on Facebook and Twitter, and the tickets - the number of which JetBlue would not reveal - sold out quickly, writes the Chicago Sun Times.

New Agency

JetBlue recently named IPG’s Mullen as its new creative and media agency of record, following an RFP process. JetBlue's media spending is estimated at $25 million to $30 million a year. Media duties had previously been handled by MediaCom.