ADV 375 Final Project - Media Plan for jetBlue

1. JetBlue Media Plan
Presented by:
Kerry Chereskin
Lauren Christopherson
Stefan Tenev
Steve Tomburinni
David Hickey
Tayler Carpenter

2. Executive Summary - 3
SWOT Analysis
• Marketing Objectives and Strategies - 4
• Competitive Considerations - 7
• Creative History of the Brand - 11
• Target Audience - 13
• Geographic Considerations - 16
• Timing and Purchase Cycle -18
• Questions about the Media Mix - 20
Creative Brief - 21
Marketing Objectives/Strategies
• Target Audience and Media Mix - 29
• Reach and Frequency - 31
• Scheduling and Timing - 34
• Media Budget - 35
• Geography - 41
• Sales Promotion - 42
Appendix - 43
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Table of Contents

3. jetBlue is a low cost, high quality airline. It is Impact Creative
Group’s goal to increase summer travel by 5% to all coastal and
Caribbean destinations. To encourage metropolitan professionals to
book vacations during the summer months, we will launch a campaign
that will target Caucasian women ages 25-34. They will be college
graduates with a household income of $75,000 or more. These women
like to book trips online, prefer active vacations with many activities, and
enjoy traveling abroad.
Impact Creative Group will utilize the following media to reach our
target audience: prime time television regional spots, consumer
magazines, outdoor billboards in five major markets, Internet advertising
and the use of social media. Our media flight plan will pulse two months
before heavy travel and vacationing to reach a frequency of 10 times a
month while maintaining a constant frequency of at least 5 during
months of high travel. Advertising will primarily occur January through
April, so we can successfully reach metropolitan women before they
book their summer vacations.
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Executive Summary

4. Marketing Objectives and Strategies
• Analyze the four P’s of Marketing:
o Product: jetBlue’s fleet of about 140 aircraft consists
mainly of Airbus A320s but also includes Embraer 190s
o Price: jetBlue keeps their fares low and quality of travel
high
o Place: jetBlue flies to about 55 cities in more than 20
states. Also travel to Mexico, Colombia, and the
Caribbean. Most flights depart from Boston, Orlando,
Fort Lauderdale FL, Long Beach California, and New
York
o Promotion: to promote brand awareness, jetBlue
engages in large multi-market programs, along with
many local events and sponsorships. All of these
marketing initiatives complement jetBlue’s strong word-
of-mouth channel.
 The most recent promotion was Taylor Swift
jetBlue Terminal at JFK
playing on a stage inside the jetBlue terminal at
Kennedy International Airport. Taylor Swift’s
popularity will draw attention to jetBlue, and the
airline will promote Ms. Swift’s album for at least
two months on its in-flight entertainment network.
4 SWOT Analysis

5. Marketing Objectives and Strategies
Method used to sell? What advertising mediums have been
The website is the main method used used in the past?
to sell plane tickets. With the increase jetBlue uses social media such as Twitter to
in internet use over the years, announce deals and updates, as well as a
passengers are buying their boarding medium for responding to travelers’
passes online.
concerns. They also use newspaper,
magazines, television, radio, internet, and
What is current awareness for the outdoor billboards.
brand?
jetBlue engages in large multi-market
programs, along with many local
events and sponsorships, including Where is the brand in the product life
“Live From T5” program, which began
last summer with low-profile artists and cycle?
also a few big name artists, such as Introductory and Growth Stage
Taylor Swift. Product quality is maintained and additional
features may be added.
What is the breakdown of sales Pricing low penetration to build market share
geographically?
Mostly national- in 50 cities in more
Distribution selective until consumers show
than 25 states, and also internationally acceptance of the product
in Mexico and the Caribbean. (See Promotion aimed at innovators and early
Geographic considerations below) adopters, seeks to build product awareness and
educate potential consumers about the
product
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6. CURRENT GOALS:
Beginning next calendar year, management’s goal is to increase
vacation passenger seat miles by 5% between the following
destinations:
• Boston & Cancún • Salt Lake City & St. Maarten
• Phoenix & Jacksonville • Chicago & Bermuda
• Buffalo, NY & San Francisco • Baltimore & Aruba
• Charlotte & Bermuda • Burbank & Fort Lauderdale
• Raleigh & Phoenix • Seattle & Sarasota
• New York City (JFK) & Las Vegas • New York & Costa Rica
• Syracuse & Barbados • San Jose, Ca & Cancún
• New York City (JFK) & Barbados • Pittsburg & Montego Bay
• Portland, ME & Nassau • Sacramento & Santiago
• Burlington & Orlando • Raleigh & Long Beach CA
• Rochester & Jacksonville
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7. Competitive Considerations
• jetBlue’s competitors include traditional, network
airlines, low-cost airlines, and regional airlines.
• Competitors include:
– AMR Corporation
– Delta Airlines, Inc.
– Southwest Airlines Co.
– US Airways Group, Inc.
– UAL Corporation
– Alaska Air Group, Inc.
– Sky West, Inc.
• The airline industry is highly competitive. The factors in
which these airlines compete in are: fares, customer
service, routes served, safety record and reputation,
in-flight entertainment, and frequent flyer programs.
All competitors have similar advanced technologies
such as ticket-less travel, and website bookings.
• “jetBlue differentiates itself from the other airline
companies by its low fares made possible by low
distribution and operating costs - largely due to the
fact that it has the youngest fleet in all domestic
airlines” (wikinvest). Offering high customer service,
jetBlue offers travelers affordable point-to-point
flights.
SWOT Analysis
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8. Figure 2
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9. jetBlue Market Share
• Figure 1 (left), highlights 2010 Top 10 U.S.
Airlines Market Share based on Revenue
Passenger Miles according to wikinvest.
• Currently American Airlines and Southwest
hold the largest share of the airline market
with 13.8%
• The airline industry is characterized by
“intense price competition” that allows
companies to differentiate themselves from
one another. However, due to the recent
global economic decline, demand for air
travel has declined exponentially. Because
of this traveler decline, companies have
had to reduce aircraft, flights and
employees. It is still uncertain on the future
of the air industry and whether carriers will
increase or reduce capacity.
• Figure 2 (next page) shows the total
advertising dollars each airliner spends.
According to the Kantar competitive data,
Southwest spends $185,673,200, which give
Figure 1 them a 44% SOV in total advertising dollars
spent.
• See Appendix A and B for the breakdown of
“Airline Advertising by Medium” and “Airline
Advertising by Month”.
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10. jetBlue Competitors
• Southwest
– The largest domestic carrier by total passengers, Southwest
maintains low operating expenses which has allowed the
company an estimated “$1.1 billion in fuel costs”. Current
promotional campaigns include:
• “Bags fly free”
• “Starting at $59 one-way”
• Delta Air
– The second largest passenger airline in the world by
available seat miles, Delta Airlines has faced financial
problems associated with price competition from discount
airliners. In order to compete with discount airliners (such as
jetBlue and Southwest), Delta Air has promotions such as:
• “Delta SkyMiles
• “Last minute fares”
• United & Continental Merger
– With a current market share of 10.4%, United Air spends
approximately $4,218,200 on advertising. Trying to compete
with discount airliners as well, United promotions include:
• “Mileage Plus”
• The current trend amongst the airline industry is a shift to mobile
ads and applications. Southwest, American, Alaskan, and Delta
Air have designed iPhone applications that allow users to make
future travel plans, keep track of current travel plans, or alter
travel plans on the go.
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11. Creative History of the Brand
How is jetBlue positioned?
• jetBlue is positioned as a low cost passenger airline that provides high quality customer service at
low fares, primarily on point-to-point routes. jetBlue is recognized for their superior service and
Customer Bill of Rights - a document that ensures their commitment to consumers and dedication
to bringing humanity back to air travel. The airline delivers a premium product to a higher class of
people who don’t want to pay sky-high prices for travel. jetBlue focuses on secondary airports
away from the main hubs. They have invented the most creative triple threat: economy, comfort
and customer consideration. Large airline carriers are often indifferent and make passengers feel
like just a number, while jetBlue caters to every individual’s needs. Expectations for large airlines
are typically low, but jetBlue prides themselves on creating higher expectations for their
passengers.
Is Air Travel a High or Low Purchase Decision?
• Air travel is a high involvement service that requires a thoughtful purchase decision. Consumers
research competitor’s products, prices, and promotions. Consumers generally do not travel
everyday, so they carefully consider their purchase decision before booking a flight.
How, When and Where is the product used and consumed?
• Consumers purchase airline tickets to travel to their desired destinations. jetBlue offers one class
service to more than 55 cities. The majority of flights arrive and depart from Boston, Orlando, Ft.
Lauderdale, Long Beach California and New York City. Tickets are booked primarily through online
websites, airport ticketing agents and travel agents. During the spring and summer months,
business travel decreases by 10% and vacation air travel increases by 30%. The holidays are
another frequent time of travel and a new key focus for jetBlue’s marketing strategies.
SWOT Analysis
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12. jetBlue: Happy Jetting
• jetBlue’s customers typically feel satisfied with
the services offered and appreciate jetBlue’s
commitment to customer service. Their motto,
“Happy Jetting” and “We Love to Smile”
demonstrates the friendly and welcoming
nature of the jetBlue brand.
• Consumers have also had a positive response
to the amenities offered by jetBlue
– Dunkin Donuts Coffee
– Most Legroom in Coach
– Lush, Leather Seats
– DirectTV
– Free Satellite Radio
– First Run Movies
– Content from New York Times, Broadway Channel
– Wireless Internet On-Board
SWOT Analysis
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13. jetBlue: “You Above All”
• jetBlue’s current slogan is “You Above All.” This
demonstrates the brand’s commitment to putting
their consumers first. The tagline was founded on
the company’s mission to bring humanity back to
travel.
• The campaign was founded by Mullen Media
agency in Boston. jetBlue’s campaign utilized a
comprehensive media mix that included: in-flight
advertising, print, outdoor, social media and
offbeat video clips that ran on Hulu, VeVo, and
YouTube. New technologies were also embraced
through the use of “Monster Media” in Boston, Los
Angeles, and New York City. These interactive
billboards respond to the motion of consumers
passing by them to create an animated
experience.
• Impact Creative Group will keep these strategies in
mind and develop a campaign that will better
reach our target audience and successfully
increase jetBlue’s summer travel by 5%.
SWOT Analysis
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14. Target Audience
Demographics Our Target…
Markets with high travel business and personal:
• Baltimore, MD
• Boston, MA-NH
• Anchorage, AK
• Chicago, IL
• Honolulu, HI
• Los Angeles, CA
• New York, NY
• San Francisco, CA
• Washington, DC-MD
Women vs. Men using low price carriers
• Women: 54.6%
• Men: 45.5%
…young female professionals
Men are 4:1 compared to women in business travel.
Women have a higher rate of personal travel (57.1%).
Two Largest Working Demographics:
1. Professional and Related Occupations
2. Sales and Office Occupations
Professionals are also the largest demo for the heavy business travel followed by management
business. Management is the largest demographic for Heavy Business Travel. Management is
also used to flying with traditional airline carriers. Professionals are the largest low-price demo.
SWOT Analysis
Our model consumer: married, woman, age 25-34, professional, white, kids, owns a home, HHI>100k
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15. Target Audience: Psychographics
Psychographics according to MRI crosstabs:
•Book trips online (183)
•Prefer active vacations with lots to do (146)
•Travel with self or small group (140)
•Prefer to travel to places they've never been (119)
•Vacation abroad and/or Caribbean (215)
•Opinion leaders (205)
•Heavy readers of fashion, entertainment and travel magazines (176)
Our target audience’s primary VALS type is innovator.
Their secondary VALS type is achiever.
Innovators are successful, sophisticated, take-charge people with high self esteem.
They are active consumers and receptive to new innovations and technology.
Their purchase habits reflect their tastes for upscale niche products and services.
Status and power are important to innovators, but they prefer to also highlight their
interests and personality in all they do. Innovators are cultured and enjoy the finer
things in life.
Achievers are motivated by their desire for achievement. They are goal-oriented
and have a large commitment to their careers and families. They value
SWOT Analysis
predictability, stability and intimacy. Achievers are likely to purchase prestige
products that they can count on and show off to their peers.
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16. Geographic Considerations
• JetBlue is a regional brand that
operates in roughly 55 cities, more than
20 states and several international
destinations including Mexico,
Columbia, the Caribbean, Puerto Rico,
Bahamas and the Dominican Republic.
There are five key markets that jetBlue
focuses on: Boston; Orlando and Fort
Lauderdale, Florida; Long Beach,
California; and New York. Considering
the fact that the majority of our flights
arrive and depart from these five key
markets, we are proposing that our
campaign focus on these locations.
Since we operate in multiple markets
scattered around the United States, we
jetBlue travel destinations
believe a regional campaign would be
most successful to all of our target
markets. If we do national campaign
we might not be able to reach our five
key markets as strongly as we hope. In
this case we will lose money and
prospective customers.
SWOT Analysis
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17. Geographic Considerations
There are several cities that need special attention based on CDI of 110
and above in the Personal/ Vacation Trips by Plane, 3+ market:
This table with high CDI`s includes some of our key target
markets such as Boston 135 CDI, Miami – Ft. Lauderdale 114 CDI
and New York .151 CDI
SWOT Analysis
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18. Timing and Purchase Cycle
• jetBlue was launched in 1999, making it roughly 11 years old. Instead of re-launching
the brand, we are kicking off jetBlue’s campaign with heavy advertising and
promotional events to bring brand recognition and awareness to jetBlue consumers.
• Life cycle is relevant for jetBlue. Right now, it is borderline between the introductory
and growth stages, meaning that it is still growing and gaining recognition. If jetBlue
was in the declining stage, serious rebranding and a re-launch would be critical.
• jetBlue is trying to increase vacation passengers by 5% and one way to do this could
be to create a niche time to make themselves known. Since our target
demographic tends to plan ahead, jetBlue will start off the calendar year with
heavy advertising until April, then remain at a constant level of advertising until
September, which will involve heavy advertising to instill brand recall and
recognition. For October through December, advertising will remain at a steady
constant, to ensure jetBlue maintains market share.
• Airfare is a high-involvement purchase decision, usually involving cross-fare
comparisons, trying to find the least expensive and stressful itinerary. It is purchased
often during primary travel seasons and periodically throughout the year. Since
jetBlue wants to increase vacation travel, an offensive strategy at least six months
before Summer should be implemented with frequency being at an all-time high
between January and April, and sporadically in September.
SWOT Analysis
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19. Timing and Purchase Cycle Continued…
• The optimal time to advertise would be Monday through Thursday during primetime
television (8p.m. to 10p.m.)
• Budget for the jetBlue campaign was planned using the previous year’s budget. For
the 2011 fiscal year, we appropriated a $26 million budget to a media plan that we
thought best paralleled jetBlue’s previous success and would increase jetBlue’s
brand awareness and recall.
• Holidays are a critical component of jetBlue’s vacation travel. Aside from summer,
holidays are the second best time for people to vacation. Advertising will have to
start off heavy at the beginning of the year and constantly promote vacation and
holiday specials and packages to increase their vacation travel by 5%.
• Climate is not that much of a factor for jetBlue, considering everyone likes a
vacation every now and then. We will specifically target the coastal regions to
increase travel to and from these areas, since they have been in a slight decline
since 2007.
Capacity Distribution Year
2009 2008 2007 Courtesy of
East Coast–Western U.S. 34.7% 41.5% 47.4%
Northeast–Florida 32.8 % 33.9% 31.8%
jetBlue’s 2009
Medium–haul. 3.5% 3.0% 2.8% Annual Report
Short–haul . 7.7% 7.6% 7.4%
Caribbean, Including Puerto Rico 21.3% 14.0% 10.6%
SWOT Analysis
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20. Questions About the Media Mix
• jetBlue will advertise in media that match the lifestyles of our
target demographic. Young, female professionals will connect
with print, television and online marketing techniques that we will
promote. Instead of trying to outspend the competition, we will
advertise heavily in months where larger airlines are not
dominating the market. We will use graphic visuals with little text
that varies upon a centralized theme: the comfort and quality of
jetBlue’s airfare. Taglines focused on the female consumer will
engage the audience and make jetBlue top of mind when they
are purchasing airfare- a high involvement purchase decision
that involves much thought and consideration. Our creative
concept, centered upon the idea of women desiring
comfort and luxury, can be used consistently in all media
types.
SWOT Analysis

21. Communication Objective:
– To appeal to our target audience of young female
professionals.
– Encouraging women ages 25-34 to travel more in
the summer months.
– Increase vacation travel by 5% over the next year.
Creative Strategy and Brand Position: The strategy of the
campaign is to position jetBlue as a stylish, low cost
travel carrier that provides an escape for the
metropolitan professional by targeting five regional
areas to vacation to the Caribbean and coastal
destinations.
Promise: To provide every passenger with an affordable,
luxurious in-flight experience
Benefits: superior customer service,low-cost airfare, easy
and comfortable travel experience, non-traditional
amenities
Tone: Fun, playful, professional, stylish
Tag Line: “You don’t have to sacrifice a new wardrobe for
comfort”
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Creative Brief
SWOT Analysis

22. Sample Advertisement
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23. Sample Advertisement
SWOT Analysis
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24. Sample Advertisement
SWOT Analysis
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25. Sample Advertisement
SWOT Analysis
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26. Sample Advertisement
SWOT Analysis
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27. Sample Commercial
SWOT Analysis
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28. Sample Billboard
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29. Target Audience and Media Mix
Objective: To target people in the following demographic:
-White/Caucasian women, ages 25-34
-College graduates; working professionals
-Married or single with no children
-Household Income of $75,000+
Strategy: According to MRI data, the following mediums are best suited to reach jetBlue's
target audience
o Prime Time Television
 Law and Order (MRI Index 104)
 Desperate Housewives (140)
 Today Show (137)
 Grey's Anatomy (121)
o Consumer Magazines
 People (128)
 InStyle (201)
 Conde Nast Traveler (255)
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Media Objectives and Strategies

30. Target Audience & Media Mix Continued…
o Outdoor
 Billboards in five major markets (Boston, Orlando, Ft.
Lauderdale, Long Beach, New York City)
o Online
 Integrated social media campaign
 Improve SEO (Search Engine Optimization)
o Mobile
 Target female consumer with monthly mobile updates
on jetBlue's deals and promotions
 Create FourSquare app that allows travelers to "check-
in" mid flight
Key insight into our target demorgraphic have led Impact Group to
believe these mediums would be best suited to carry the jetBlue
message and hit our key demorgrpahic with the highest level of
frequency, and relevancy. MRI data identifies woman as having a
high propensity for personal travel. Further research shows that these
mediums would be receptive to an increase in advertising spending
by jetBlue. Impact Group believes that advertising in this channels will
help increase the sales revenue for jetBlue in the coming year by 5%
or more.
SWOT Analysis
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31. Reach and Frequency
• Objective: We plan to reach 70% of jetBlue’s target market
with a constant frequency of 3.5 and an increased
frequency during periods of high vacation travel.
• Strategy: By executing a pulsing ad campaign at the
beginning of the year we expect to achieve an average
frequency of 85% from January through April. With a
frequency of 10 for the remainder of the year, we expect
that our campaign will achieve a 60% reach level, and will
achieve a minimum frequency level of 3.5. It is possible
that our reach and frequency could spike in September
with our additional ad expenditures to hit 65% reach and
4.5 frequency.
SWOT Analysis
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32. Reach and Frequency Charts
SWOT Analysis
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33. Ostrow’s Model
SWOT Analysis
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34. Scheduling and Timing
• Objective: We plan to advertise heavily from
January through April in order to reach our
target audience before they book their summer
vacations.
• Strategy: Our advertising schedule will pulse
during months of high travel. Working women will
want to plan their vacations months ahead,
therefore advertising from January through April
will give these women ample time to plan for
their summer travels. The start of a new year will
also give young working professionals a new
budget that will allow our target demographic
to book airfare to their vacation destinations.
jetBlue’s competitors are also not advertising
heavily during these months, allowing us to
market jetBlue’s brand successfully.
SWOT Analysis
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35. Media Budget
The media budget allocated for jetBlue will January
consist of $26 million to spend on a We will start our campaign by establishing
jetBlue’s SOV at 10% through the
regional campaign in the 5 target markets allocations of the budgets as follows:
we have identified as the core of the
jetBlue clientele. Our campaign will – Television $3,150,000
consist of a pulsing media flight during the – Print $1,000,000
beginning of the year and will maintain a – Outdoor $200,000
constant jetBlue presence online, outdoor, – Online $100,000
and with our new mobile campaign. Our – Mobile $50,000
online advertising campaign will parrot
Southwest Airline’s online strategy of In January we will be kicking off our
appropriating 4% of our yearly ad budget campaign with a themed “Sex and the
City” event along with a promotional
for online advertising. Additionally, our event at jetBlue’s main headquarters at
outdoor campaign will consist of JFK International Airport. This will be kicking
purchasing 100 30-boards in our 5 target off a promotional campaign that we will
markets at roughly $2000 per be implementing for jetBlue for the rest of
the year.
board/month. For the rest of the year, we
will spend $100,000 for 50 boards to
maintain consumer awareness in our
markets (top-of-mind awareness).
SWOT Analysis
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36. Media Budget Continued…
February March
Our campaign will reach a our our campaign will surge, competing with
all of our major competitors, reaching a
projected maximum SOV of 20% with projected 8% SOV in a month generally
the following allocations: dominated by companies such as
- Television $4,000,000 Southwest and Continental. Traditionally,
- Print $863,000 these competitors have increased their
budgets in other media outlets, so we
- Outdoor $200,000 propose the advertising in the following
- Online $87,000 channels:
- Mobile $50,000 – Television $2,500,000
– Print $2,500,000
During this month, our main competitor – Outdoor $200,000
Southwest Airlines will be decreasing – Online $150,000
the amount of money they spend on – Mobile $50,000
their national television campaign. In In March jetBlue will throw a sponsored
concert for the popular musical group
order to break through the noise and to Maroon 5. The concert will be held Boston-
reach the maximum amount of Logan International Airport, one of
potential customers, we propose jetBlue’s major hubs.
jetBlue to increase their budget for
primetime television spots to $4 million.
SWOT Analysis
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37. Media Budget Continued…
April
We plan on using outdoor advertising to reach our target
audience. Our competitors do not focus on outdoor and
this is the medium that we feel is appropriate to give jetBlue
the competitive edge going into the top vacation months.
Also in April, we propose the launch of a new smartphone
app that will allow travelers to “check-in” mid flight to let
friends and family know where they are in their trip. We will
send current/prospective customers a SMS that enables
them to download the new app for free. A flashmob will
take place in Miami International Airport in hopes to
enhance brand recognition and recall for our target
audience right before the vacation travel season.
The following is the proposed allocations and their outlets:
- Television $3,113,000
- Print $800,000
- Outdoor $400,000
- Online $87,000
- Mobile $100,000
SWOT Analysis
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38. Media Budget Continued…
May – August
jetBlue will take a defensive advertising approach with just
enough emphasis on our campaign to maintain our share of
voice by having our rates be at a constant. With our competitors
spending at high rates during these months, a defensive
approach will allow us to maintain one last push for the
beginning of the holiday seasons. The allocated budgets for the
following mediums are:
- Television $0
- Print $0
- Outdoor $100,000
- Online $87,000
- Mobile $50,000
SWOT Analysis
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39. Media Budget Continued…
September October - December
jetBlue will spend most of its budget on print once again jetBlue will be at the defense,
magazines. Our target consumer, being 25-34 maintaining a constant allocated advertising
year old females, will be interested in fashion. budget. Southwest is at a spending high in these
three months. The following constant budget will
In September, Condé Nast and Hearst
be allocated to the following channels:
Corporation, the owners of high fashion – Television $0
magazines such as Vogue and Harpers – Print $0
Bazaar, release their issue with new trends and – Outdoor $100,000
styles that have high readership and – Online $87,000
circulation. We have allocated $1.5 million to – Mobile $50,000
spend on ads in these magazines to promote
brand awareness. The following allocated
budget will be appropriated to the correct
mediums.
-Television $0
-Print $1,500,000
-Outdoor $100,000
-Online $87,000
-Mobile $50,000
September will also mark the final “Sex and
the City” themed promotional event.
SWOT Analysis
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40. 40

41. Geography
• Objective: It is our goal to increase jetBlue’s coastal and Caribbean travel by
5%.
• Strategy: We will target the following key markets with a new advertising
campaign:
– Boston: Logan International Airport- 11,531,788 passengers per year
– Orlando International Airport- 16,705,633 passengers per year
– Los Angeles International - 21,477,231 passengers per year
– New York La Guardia- 11,514,609 passengers per year
– New York JFK Airport- 12,742, 779 passengers per year
• We will be targeting all of the 62,461,650 passengers that go through these
airports every year. Advertising in these key markets will enable us to reach
nearly 14 percent of total airline passengers in the United States. By
implementing advertising strategies amongst these markets, we will drive
sales of jetBlue tickets to the Caribbean and coastal destinations by 5% in the
next year.
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41

42. Sales Promotion
• Objective: We will increase top-of-mind awareness of the jetBlue brand
amongst consumers. Our campaign will make our primary target audience of
young female professionals feel independent and sophisticated.
• Strategy: We will implement the following sales promotions and events:
– Flash mob in Miami International Airport
– Sponsorship of Television Programming (I.e. The Amazing Race)
– Host special events inside of major airports
– Develop a jetBlue travel iPhone application
– Offer coupons and specials through social media
– Product placement in movies focused on travel
– Spokesperson: the face of jetBlue
• Select a strong, successful working woman as the face of the
campaign
– Host a jetBlue event/party that has a “Sex and the City” like theme
• Attract our young, female demographic and appeal to their desire
for luxury and sophistication
• We will host two events in New York and Florida beginning in January
• At the event we will offer special jetBlue promotions and giveaways
to create a positive brand image in the minds of our consumers
SWOT Analysis
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43. 43 SWOT Appendix A
Analysis

44. 44
Appendix B

45. 45
Appendix C
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46. www.wikiinvest.com/jetblue
www.jetblue.com
http://www.strategicbusinessinsights.com/vals/presurvey.shtml
http://www.people.com/people/static/mediakit/main.html
http://www.people.com/people/static/mediakit/pdfs/demographics/audience/
audience_profiles_women.pdf
http://www.instyle.com/instyle/static/advertising/mediakit/instyle/mri.html
http://investor.jetblue.com/phoenix.zhtml?c=131045&p=irol-
newsArticle&ID=1482885&highlight=
http://www.mullen.com/2010/10/you-above-all-mullens-first-for-jetblue/
http://www.quickmba.com/marketing/product/lifecycle/
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Works Referenced
SWOT Analysis