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 the Side 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
Jan-June Budget
A year from now...