Post on 20-Jan-2016
Congrats!
JetBlue Airways named
“Best Low Cost Airline”
The Americas for 2015 by the editors of AIrlineRatings.com
Agenda
■JetBlue Situational Analysis
■Youthful Explorers
■The Blue Break Campaign
Situational Analysis
Airing on theSide of Humanity
jetBlue Above All
Selected Routes:
Boston & Cancún
Buffalo, NY & San Francisco
Raleigh & Phoenix
Syracuse & Barbados
Portland, ME & Nassau
Rochester & Jacksonville
Chicago & Bermuda
Burbank & Fort Lauderdale
New York & Costa Rica
Pittsburgh & Montego
Bay Raleigh & Long Beach CA
Phoenix & Jacksonville
Charlotte & Bermuda
NYC (JFK) & Las Vegas
NYC (JFK) & Barbados
Burlington & Orlando
Salt Lake City & St. Maarten
Baltimore & Aruba
Seattle & Sarasota
San Jose, Ca & Cancún
Sacramento & Santiago DR
SWOT Analysis
● Award-winning customer service
● Strong brand awareness
● Two types of aircraft in fleet (lower maintenance costs)
● High customer satisfaction
● Premium on-board product (e.g. entertainment, wifi)
● 5th Largest U.S. Carrier● Limited Routes ● Relatively new brand
● Baggage revenues decreasing in past years
● Crude oil costs are driving fuel prices skyward.
● Increasing price competition from legacy carriers
● Consumers opting for alternative means of travel
● Rising share of new low-cost carriers: Virgin Atlantic, Airtran and Spirit
Threats
Weaknesses
Opportunities
● Developing new product offering to join its current fleet of planes
● Consumer travel is growing at an exponential rate
● Transitioning to create carbon fiber planes to reduce fuel emissions
● Partnership with Bose Headphones
Strengths
Youthful Explorers
■Females■25-34■College Graduates■Making over $75K■Tech Savvy■Influential
Youthful Explorers
Claire
Youthful Explorers
Primary Target Market
The Blue Break
Objectives ■ Increase passenger seat miles by 5% in
spring & summer months■ Frequency focused: 8.5 avg. frequency, 77
reach
Strategies ■ Spot campaign■ Flighting media schedule■ Strategic media selection (Spot cable,
outdoor & digital)
Objectives & Strategies
Spot Cable
Digital
■Retargeted ads
■Website selection
■Why the Internet?
Youtube
Mobile
Social Strategy
#BlueBreak
Contest: Build Your Dream Vacation
Outdoor
Don’t let life fly by.
Take a Blue Break.
Geography
Schedule
Budget
Budget
Jan-June Budget
A year from now...