Blogger offers prize to help lure airline

He's an unlikely leader of a social media movement.

At 47, Bill Randell looks more the middle-aged accountant than practitioner of cutting-edge marketing ploys.

But the bespectacled city businessman, who builds houses and runs a liquor store and insurance business in addition to incessantly pumping out a blog, feeding several Twitter accounts and making videos with his 9-year-old daughter, has ignited something of a viral marketing campaign in recent weeks.

The beneficiaries of his efforts, as Mr. Randell sees it, are both the JetBlue airline and the city and its region.

Two weeks ago, Mr. Randell, through his company, Advantage Benefits, put up $2,000 in prize money for whoever made the catchiest video designed to entice JetBlue to Worcester.

Those who have made videos so far include: Mayor Joseph M. Petty and City Manager Michael V. O'Brien, whose jointly produced clip features Mr. Randell and daughter Vangella as extras; Worcester Fitness; neighborhood activist Paul Collyer and teenagers from the local Buddhist temple; and a few mystery videomakers.

Mr. Randell and Vangella and her grandmother and some of Mr. Randell's friends have also produced pieces. Family members are not eligible for prizes. Mr. Randell will choose the best 10 and plans to send them to JetBlue to judge - timed with the Aug. 22 visit of the airline's CEO to the city.

"I'm having a great time. I like them all," Mr. Randell said during a visit last week to the now largely deserted airport.

In an answer to some critics who allege Mr. Randell has undertaken his crusade because he just wants a cut-rate way to fly south, he retorted:

"I have a cheap way to get to Florida already. I can go to Boston or Providence," he said. "I'm doing this to make the airport stronger and make the city stronger. I guess if it makes my investments in the city that much stronger, it benefits me."

A registered Republican, Mr. Randell worked with Democratic Lt. Gov. Timothy P. Murray's media consultant, Michael Cohen of Holden, to make his video, and he is urging Democrats and Republicans to get behind the cause.

"This is not a political issue," he said. "Besides, there's no Republicans to work with around here anyway."

After flying JetBlue to Florida a few times in the last few years and deciding that it was the best airline to fill the void left by bankrupt Direct Air, Mr. Randell this year struck up something of an online acquaintance with the low-cost airline's similarly social-media inclined CEO, David J. Barger.

Mr. Randell tweeted at Mr. Barger about his desire for JetBlue to start up service at Worcester Regional Airport. Mr. Barger tweeted back, hinting that he might, indeed, be interested.

Mr. Randell's Twitter account, Worcester Airport@FlyORH (ORH is the Federal Aviation Administration's designation for the Worcester Airport), has become a hub for speculation, debate and discussion about the future of the airport.

And Mr. Randell's "Worcester Blog," for eight years a source for news about the airport - among other local issues, including real estate maneuverings and City Hall politics - has become a must-read forum for JetBlue mania.

Mr. Randell said he has "no idea" why he started focusing in on airport news when he started his blog nearly a decade ago.

Meanwhile, not everyone in town has lined up behind Mr. Randell's endeavor.

Another active member of the Twittersphere, political commentator and former blogger Brendan Melican said he, for one, has no interest in going to Florida.

"I love the energy he seems to be putting into the city, but I have yet to hear anyone articulate how JetBlue's presence will help the city's economy overall," Mr. Melican said.

Most observers, though, are impressed by Mr. Randell's enthusiasm and drive.

"Bill Randell's creativity to engage the community through social media in the JetBlue sales pitch should be commended," said Mr. O'Brien. "It's a great example of collaboration and community working together. This is how success is achieved."

Contact Shaun Sutner by email at [email protected]