Airline's Sponsorship Activation: Dress Our Flight Attendants

In what may be a sponsorship first, a major airline is using its new role as official airline of Miami Fashion Week to source design ideas for its flight attendant uniforms. Designers participating in Miami Fashion Week are being asked to submit designs for Eastern Air Line's skirt, vest, blouse, pants, jackets and knee length dresses that "convey the Miami/Caribbean/Latin American look."

The winner will get a cash prize, the title of official designer of Eastern Air Lines for a period of 3 years, a contract with EAL to design their ground crew uniforms, free airline tickets to any EAL destination, inclusion in the CBS documentary of EAL’s re-launch, designer’s signature collections to be featured in the EAL retail store at the Miami International Airport for the duration of the agreement, and "many more prestigious opportunities."

The activation is part of EAL's first sponsorship as part of the historic Miami-based airline's planned relaunch. Eastern Airlines announced earlier this year it will launch service from its Miami base in the next 12 months, subject to U.S. government regulatory approval. Presumably the company's marketing strategy will look quite a bit different this time around.