JetBlue Airways Corp. has signed a new partnership with Vulture Festival LA presented by AT&T.

The low-cost carrier, which has served the Southern California market since 2000, partnered with the Nov. 18-19 pop culture festival to showcase its brand personality and promote its progressive approach to transcontinental flying.

The New York Media-owned event featured live performances, screenings, comedy and conversations with talent ranging from Danny DeVito and Natalie Portman to James Franco and Kerry Washington.

The festival represented the first Vulture Festival outside of New York City.

“Vulture Festival is a phenomenal platform to engage both an influential, content-hungry customer base as well as a segment of the Los Angeles market who we think are potential JetBlue customers,” said Jace Hieda, JetBlue manager of regional marketing—west/central.

Like other JetBlue sponsorships, the airline used the partnership to give consumers a taste of the JetBlue travel experience.

“JetBlue is more than a wallpaper brand. Intertwining our mission of inspiring humanity into everything we do is an important lens through which we assess partnership opportunities. We ask ourselves things like ‘how is this more than just a logo on a wall? How can our crewmembers be involved?’ Vulture Festival proposed some great opportunities that answered those questions easily.”

That included the JetBlue Studio, a branded session room in the historic Hollywood Roosevelt hotel. JetBlue activated the space by having JetBlue crewmembers reward unsuspecting attendees with the opportunity to sit in JetBlue aircraft seats in the front row.

“That gave visibility and allows trial—as best as we can simulate it—of our seat design and comfort.”

The sponsorship also included the JetBlue Lounge, an asset the airline used to sample its “RefreshMint” cocktail. JetBlue serves the honey-infused beverage as a pre-flight drink to customers who book it’s “Mint Experience” premium travel service.

Prior to the festival, JetBlue ran a national promotion with VFLA cosponsor SiriusXM that dangled airline tickets, lodging and a VIP experience at the event.

Los Angeles/Long Beach is one of JetBlue’s six focus cities along with Boston, New York City, San Juan and Fort Lauderdale and Orlando, Fla. Most of the airline’s flights in the Los Angeles market originate from Long Beach Airport, although the company also offers service from Los Angeles and Burbank as well.

Other sponsorships in Southern California include the JetBlue Long Beach Marathon, University of Southern California athletics, Long Beach State athletics, The Grove, Arroyo Seco Weekend and the World Series of Beach Volleyball.

JetBlue uses the sponsorships to promote its Mint Experience travel service and redesigned “Core Experience” (what other airlines call coach), with potentially more deals in store.

“We’ve introduced our new product on other transcontinental flights across the West Coast and it’s great to be able to tell the JetBlue story through pop-up events or experiential opportunities in other markets that are a bit smaller like San Francisco, San Diego, Las Vegas, and soon, Seattle.”

Other VFLA sponsors included AT&T, TNT and Citi.

AT&T activated the sponsorship with the AT&T Studio, green screen photo opportunities, a Snapchat filter and an exclusive screening of DirecTV’s The Strange Ones; TNT screened the season three premier of The Detour; while Citi offered presale tickets to cardholders.

Attendance at the NYC Vulture Festival has grown from roughly 11,000 in 2016 to more than 15,0000 in 2017, with all of the festival’s sponsors joining New York Media at the event’s Los Angeles premier.

“When we asked them if they want to go to Los Angeles, they said they’re all in,” said Dan Jasper, New York Media director of sponsorships.