Hoover promised free airline tickets to any customer who purchased a Hoover product worth at least £100. This meant that, on top of their cleaning appliance, the customer would also receive a round trip to the United States. The promotion garnered a huge response from the public and Hoover was not able to keep up with the demand. Expecting modest engagement, Hoover had partnered with a small (now defunct) airline company called JSI Travel, who were in a similar position: struggling under the weight of the recession and desperate to unload cheap flights. Hoover and JSI arranged a deal in which Hoover would unload huge amounts of excess products, while JSI Travel would sell bulk flights to Hoover while handling bookings.