congrats! jetblue airways named “best low cost airline” the americas for 2015 by the editors of...
TRANSCRIPT
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...