2. Congrats! JetBlue Airways named “Best Low Cost Airline” The Americas for 2015 by the editors of AIrlineRatings.com

3. Agenda ■JetBlue Situational Analysis ■Youthful Explorers ■The Blue Break Campaign

4. Situational Analysis

6. Airing on the Side of Humanity

7. jetBlue Above All

8. 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

9. 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

10. Youthful Explorers

11. ■Females ■25-34 ■College Graduates ■Making over $75K ■Tech Savvy ■Influential Youthful Explorers Claire Youthful Explorers Primary Target Market

12. The Blue Break

14. 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

15. Spot Cable

16. Digital ■Retargeted ads ■Website selection ■Why the Internet?

17. Youtube

18. Mobile

19. Social Strategy #BlueBreak Contest: Build Your Dream Vacation

20. Outdoor Don’t let life fly by. Take a Blue Break.

21. Geography

22. Schedule

23. Budget

25. Jan-June Budget

27. A year from now...