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

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...