jetBlue Media Plan

JetBlue Media PlanPresented by:

Kerry ChereskinLauren Christopherson

Stefan TenevSteve Tomburinni

David HickeyTayler Carpenter

Executive Summary - 3SWOT 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 - 20Creative Brief - 21Marketing Objectives/Strategies• Target Audience and Media Mix - 29• Reach and Frequency - 31• Scheduling and Timing - 34• Media Budget - 35• Geography - 41• Sales Promotion - 42Appendix - 43

Table of Contents2

jetBlue is a low cost, high quality airline. It is Impact CreativeGroup’s goal to increase summer travel by 5% to all coastal andCaribbean destinations. To encourage metropolitan professionals tobook vacations during the summer months, we will launch a campaignthat will target Caucasian women ages 25-34. They will be collegegraduates with a household income of $75,000 or more. These womenlike to book trips online, prefer active vacations with many activities, andenjoy traveling abroad.

Impact Creative Group will utilize the following media to reach ourtarget audience: prime time television regional spots, consumermagazines, outdoor billboards in five major markets, Internet advertisingand the use of social media. Our media flight plan will pulse two monthsbefore heavy travel and vacationing to reach a frequency of 10 times amonth while maintaining a constant frequency of at least 5 duringmonths of high travel. Advertising will primarily occur January throughApril, so we can successfully reach metropolitan women before theybook their summer vacations.

Executive Summary3

• 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 190so Price: jetBlue keeps their fares low and quality of travel

higho Place: jetBlue flies to about 55 cities in more than 20

states. Also travel to Mexico, Colombia, and theCaribbean. Most flights depart from Boston, Orlando,Fort Lauderdale FL, Long Beach California, and NewYork

o Promotion: to promote brand awareness, jetBlueengages in large multi-market programs, along withmany local events and sponsorships. All of thesemarketing initiatives complement jetBlue’s strong word-of-mouth channel.

The most recent promotion was Taylor Swiftplaying on a stage inside the jetBlue terminal atKennedy International Airport. Taylor Swift’spopularity will draw attention to jetBlue, and theairline will promote Ms. Swift’s album for at leasttwo months on its in-flight entertainment network.

SWOT Analysis

Marketing Objectives and Strategies

jetBlue Terminal at JFK

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Method used to sell?The website is the main method usedto sell plane tickets. With the increasein internet use over the years,passengers are buying their boardingpasses online.

What is current awareness for thebrand?jetBlue engages in large multi-marketprograms, along with many localevents and sponsorships, including“Live From T5” program, which beganlast summer with low-profile artists andalso a few big name artists, such asTaylor Swift.

What is the breakdown of salesgeographically?Mostly national- in 50 cities in morethan 25 states, and also internationallyin Mexico and the Caribbean. (SeeGeographic considerations below)

Marketing Objectives and Strategies

What advertising mediums have beenused in the past?jetBlue uses social media such as Twitter toannounce deals and updates, as well as amedium for responding to travelers’concerns. They also use newspaper,magazines, television, radio, internet, andoutdoor billboards.

Where is the brand in the product lifecycle?Introductory and Growth StageProduct quality is maintained and additionalfeatures may be added.Pricing low penetration to build market shareDistribution selective until consumers showacceptance of the productPromotion aimed at innovators and earlyadopters, seeks to build product awareness andeducate potential consumers about theproduct

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• Boston & Cancún• Phoenix & Jacksonville• Buffalo, NY & San Francisco• Charlotte & Bermuda• Raleigh & Phoenix• New York City (JFK) & Las Vegas• Syracuse & Barbados• New York City (JFK) & Barbados• Portland, ME & Nassau• Burlington & Orlando• Rochester & Jacksonville

• Salt Lake City & St. Maarten• Chicago & Bermuda• Baltimore & Aruba• Burbank & Fort Lauderdale• Seattle & Sarasota• New York & Costa Rica• San Jose, Ca & Cancún• Pittsburg & Montego Bay• Sacramento & Santiago• Raleigh & Long Beach CA

CURRENT GOALS:Beginning next calendar year, management’s goal is to increasevacation passenger seat miles by 5% between the followingdestinations:

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SWOT Analysis

Competitive Considerations

• jetBlue’s competitors include traditional, networkairlines, 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 inwhich these airlines compete in are: fares, customerservice, routes served, safety record and reputation,in-flight entertainment, and frequent flyer programs.All competitors have similar advanced technologiessuch as ticket-less travel, and website bookings.

• “jetBlue differentiates itself from the other airlinecompanies by its low fares made possible by lowdistribution and operating costs - largely due to thefact that it has the youngest fleet in all domesticairlines” (wikinvest). Offering high customer service,jetBlue offers travelers affordable point-to-pointflights.

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Figure 2

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• Figure 1 (left), highlights 2010 Top 10 U.S.Airlines Market Share based on RevenuePassenger Miles according to wikinvest.

• Currently American Airlines and Southwesthold the largest share of the airline marketwith 13.8%

• The airline industry is characterized by“intense price competition” that allowscompanies to differentiate themselves fromone another. However, due to the recentglobal economic decline, demand for airtravel has declined exponentially. Becauseof this traveler decline, companies havehad to reduce aircraft, flights andemployees. It is still uncertain on the futureof the air industry and whether carriers willincrease or reduce capacity.

• Figure 2 (next page) shows the totaladvertising dollars each airliner spends.According to the Kantar competitive data,Southwest spends $185,673,200, which givethem a 44% SOV in total advertising dollarsspent.

• See Appendix A and B for the breakdown of“Airline Advertising by Medium” and “AirlineAdvertising by Month”.

Figure 1

jetBlue Market Share

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• Southwest– The largest domestic carrier by total passengers, Southwest

maintains low operating expenses which has allowed thecompany an estimated “$1.1 billion in fuel costs”. Currentpromotional 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 financialproblems associated with price competition from discountairliners. In order to compete with discount airliners (such asjetBlue 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 competewith 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 DeltaAir have designed iPhone applications that allow users to makefuture travel plans, keep track of current travel plans, or altertravel plans on the go.

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jetBlue Competitors

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 andCustomer Bill of Rights - a document that ensures their commitment to consumers and dedicationto bringing humanity back to air travel. The airline delivers a premium product to a higher class ofpeople who don’t want to pay sky-high prices for travel. jetBlue focuses on secondary airportsaway from the main hubs. They have invented the most creative triple threat: economy, comfortand customer consideration. Large airline carriers are often indifferent and make passengers feellike just a number, while jetBlue caters to every individual’s needs. Expectations for large airlinesare typically low, but jetBlue prides themselves on creating higher expectations for theirpassengers.

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 traveleveryday, 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 onlinewebsites, 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 areanother frequent time of travel and a new key focus for jetBlue’s marketing strategies.

SWOT Analysis

Creative History of the Brand

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• jetBlue’s customers typically feel satisfied withthe services offered and appreciate jetBlue’scommitment to customer service. Their motto,“Happy Jetting” and “We Love to Smile”demonstrates the friendly and welcomingnature of the jetBlue brand.

• Consumers have also had a positive responseto 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

jetBlue: Happy Jetting

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• jetBlue’s current slogan is “You Above All.” Thisdemonstrates the brand’s commitment to puttingtheir consumers first. The tagline was founded onthe company’s mission to bring humanity back totravel.

• The campaign was founded by Mullen Mediaagency in Boston. jetBlue’s campaign utilized acomprehensive media mix that included: in-flightadvertising, print, outdoor, social media andoffbeat video clips that ran on Hulu, VeVo, andYouTube. New technologies were also embracedthrough the use of “Monster Media” in Boston, LosAngeles, and New York City. These interactivebillboards respond to the motion of consumerspassing by them to create an animatedexperience.

• Impact Creative Group will keep these strategies inmind and develop a campaign that will betterreach our target audience and successfullyincrease jetBlue’s summer travel by 5%.

SWOT Analysis

jetBlue: “You Above All”

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SWOT Analysis

Target Audience

Demographics

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%

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 Occupations2. Sales and Office Occupations

Professionals are also the largest demo for the heavy business travel followed by managementbusiness. Management is the largest demographic for Heavy Business Travel. Management isalso used to flying with traditional airline carriers. Professionals are the largest low-price demo.

Our model consumer: married, woman, age 25-34, professional, white, kids, owns a home, HHI>100k

Our Target…

…young female professionals

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SWOT Analysis

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 theirinterests and personality in all they do. Innovators are cultured and enjoy the finerthings in life.

Achievers are motivated by their desire for achievement. They are goal-orientedand have a large commitment to their careers and families. They valuepredictability, stability and intimacy. Achievers are likely to purchase prestigeproducts that they can count on and show off to their peers.15

• JetBlue is a regional brand thatoperates in roughly 55 cities, more than20 states and several internationaldestinations including Mexico,Columbia, the Caribbean, Puerto Rico,Bahamas and the Dominican Republic.There are five key markets that jetBluefocuses on: Boston; Orlando and FortLauderdale, Florida; Long Beach,California; and New York. Consideringthe fact that the majority of our flightsarrive and depart from these five keymarkets, we are proposing that ourcampaign focus on these locations.Since we operate in multiple marketsscattered around the United States, webelieve a regional campaign would bemost successful to all of our targetmarkets. If we do national campaignwe might not be able to reach our fivekey markets as strongly as we hope. Inthis case we will lose money andprospective customers.

SWOT Analysis

Geographic Considerations

jetBlue travel destinations

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There are several cities that need special attention based on CDI of 110and above in the Personal/ Vacation Trips by Plane, 3+ market:

SWOT Analysis

Geographic Considerations

This table with high CDI`s includes some of our key targetmarkets such as Boston 135 CDI, Miami – Ft. Lauderdale 114 CDIand New York .151 CDI

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• jetBlue was launched in 1999, making it roughly 11 years old. Instead of re-launchingthe brand, we are kicking off jetBlue’s campaign with heavy advertising andpromotional events to bring brand recognition and awareness to jetBlue consumers.

• Life cycle is relevant for jetBlue. Right now, it is borderline between the introductoryand growth stages, meaning that it is still growing and gaining recognition. If jetBluewas 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 couldbe to create a niche time to make themselves known. Since our targetdemographic tends to plan ahead, jetBlue will start off the calendar year withheavy advertising until April, then remain at a constant level of advertising untilSeptember, which will involve heavy advertising to instill brand recall andrecognition. For October through December, advertising will remain at a steadyconstant, to ensure jetBlue maintains market share.

• Airfare is a high-involvement purchase decision, usually involving cross-farecomparisons, trying to find the least expensive and stressful itinerary. It is purchasedoften during primary travel seasons and periodically throughout the year. SincejetBlue wants to increase vacation travel, an offensive strategy at least six monthsbefore Summer should be implemented with frequency being at an all-time highbetween January and April, and sporadically in September.

SWOT Analysis

Timing and Purchase Cycle

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• The optimal time to advertise would be Monday through Thursday during primetimetelevision (8p.m. to 10p.m.)

• Budget for the jetBlue campaign was planned using the previous year’s budget. Forthe 2011 fiscal year, we appropriated a $26 million budget to a media plan that wethought best paralleled jetBlue’s previous success and would increase jetBlue’sbrand 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 tostart off heavy at the beginning of the year and constantly promote vacation andholiday specials and packages to increase their vacation travel by 5%.

• Climate is not that much of a factor for jetBlue, considering everyone likes avacation every now and then. We will specifically target the coastal regions toincrease travel to and from these areas, since they have been in a slight declinesince 2007.

SWOT Analysis

Timing and Purchase Cycle Continued…

Capacity Distribution Year2009 2008 2007

East Coast–Western U.S. 34.7% 41.5% 47.4%Northeast–Florida 32.8 % 33.9% 31.8%Medium–haul. 3.5% 3.0% 2.8%Short–haul . 7.7% 7.6% 7.4%Caribbean, Including Puerto Rico 21.3% 14.0% 10.6%

Courtesy ofjetBlue’s 2009Annual Report

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• jetBlue will advertise in media that match the lifestyles of ourtarget demographic. Young, female professionals will connectwith print, television and online marketing techniques that we willpromote. Instead of trying to outspend the competition, we willadvertise heavily in months where larger airlines are notdominating the market. We will use graphic visuals with little textthat varies upon a centralized theme: the comfort and quality ofjetBlue’s airfare. Taglines focused on the female consumer willengage the audience and make jetBlue top of mind when theyare purchasing airfare- a high involvement purchase decisionthat involves much thought and consideration. Our creativeconcept, centered upon the idea of women desiringcomfort and luxury, can be used consistently in all mediatypes.

SWOT Analysis

Questions About the Media Mix

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 thecampaign is to position jetBlue as a stylish, low costtravel carrier that provides an escape for themetropolitan professional by targeting five regionalareas to vacation to the Caribbean and coastaldestinations.

Promise: To provide every passenger with an affordable,luxurious in-flight experience

Benefits: superior customer service,low-cost airfare, easyand comfortable travel experience, non-traditionalamenities

Tone: Fun, playful, professional, stylishTag Line: “You don’t have to sacrifice a new wardrobe for

comfort”

SWOT AnalysisCreative Brief21

Sample Advertisement

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SWOT Analysis


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SWOT Analysis


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SWOT Analysis


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SWOT Analysis


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SWOT Analysis

Sample Commercial

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Sample Billboard

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Media Objectives and Strategies

Target Audience and Media MixObjective: 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'starget 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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SWOT Analysis

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 tobelieve these mediums would be best suited to carry the jetBluemessage and hit our key demorgrpahic with the highest level offrequency, and relevancy. MRI data identifies woman as having ahigh propensity for personal travel. Further research shows that thesemediums would be receptive to an increase in advertising spendingby jetBlue. Impact Group believes that advertising in this channels willhelp increase the sales revenue for jetBlue in the coming year by 5%or more.

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• Objective: We plan to reach 70% of jetBlue’s target marketwith a constant frequency of 3.5 and an increasedfrequency during periods of high vacation travel.

• Strategy: By executing a pulsing ad campaign at thebeginning of the year we expect to achieve an averagefrequency of 85% from January through April. With afrequency of 10 for the remainder of the year, we expectthat our campaign will achieve a 60% reach level, and willachieve a minimum frequency level of 3.5. It is possiblethat our reach and frequency could spike in Septemberwith our additional ad expenditures to hit 65% reach and4.5 frequency.

SWOT Analysis

Reach and Frequency

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SWOT Analysis

Reach and Frequency Charts

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SWOT Analysis

Ostrow’s Model

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• Objective: We plan to advertise heavily fromJanuary through April in order to reach ourtarget audience before they book their summervacations.

• Strategy: Our advertising schedule will pulseduring months of high travel. Working women willwant to plan their vacations months ahead,therefore advertising from January through Aprilwill give these women ample time to plan fortheir summer travels. The start of a new year willalso give young working professionals a newbudget that will allow our target demographicto book airfare to their vacation destinations.jetBlue’s competitors are also not advertisingheavily during these months, allowing us tomarket jetBlue’s brand successfully.

SWOT Analysis

Scheduling and Timing

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JanuaryWe will start our campaign by establishingjetBlue’s SOV at 10% through theallocations of the budgets as follows:

– Television $3,150,000– Print $1,000,000– Outdoor $200,000– Online $100,000– Mobile $50,000

In January we will be kicking off ourcampaign with a themed “Sex and theCity” event along with a promotionalevent at jetBlue’s main headquarters atJFK International Airport. This will be kickingoff a promotional campaign that we willbe implementing for jetBlue for the rest ofthe year.

SWOT Analysis

Media Budget

The media budget allocated for jetBlue willconsist of $26 million to spend on aregional campaign in the 5 target marketswe have identified as the core of thejetBlue clientele. Our campaign willconsist of a pulsing media flight during thebeginning of the year and will maintain aconstant jetBlue presence online, outdoor,and with our new mobile campaign. Ouronline advertising campaign will parrotSouthwest Airline’s online strategy ofappropriating 4% of our yearly ad budgetfor online advertising. Additionally, ouroutdoor campaign will consist ofpurchasing 100 30-boards in our 5 targetmarkets at roughly $2000 perboard/month. For the rest of the year, wewill spend $100,000 for 50 boards tomaintain consumer awareness in ourmarkets (top-of-mind awareness).

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Marchour campaign will surge, competing withall of our major competitors, reaching aprojected 8% SOV in a month generallydominated by companies such asSouthwest and Continental. Traditionally,these competitors have increased theirbudgets in other media outlets, so wepropose the advertising in the followingchannels:

– Television $2,500,000– Print $2,500,000– Outdoor $200,000– Online $150,000– Mobile $50,000

In March jetBlue will throw a sponsoredconcert for the popular musical groupMaroon 5. The concert will be held Boston-Logan International Airport, one ofjetBlue’s major hubs.

SWOT Analysis

Media Budget Continued…

FebruaryOur campaign will reach a ourprojected maximum SOV of 20% withthe following allocations:

- Television $4,000,000- Print $863,000- Outdoor $200,000- Online $87,000- Mobile $50,000

During this month, our main competitorSouthwest Airlines will be decreasingthe amount of money they spend ontheir national television campaign. Inorder to break through the noise and toreach the maximum amount ofpotential customers, we proposejetBlue to increase their budget forprimetime television spots to $4 million.

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SWOT Analysis


AprilWe plan on using outdoor advertising to reach our targetaudience. Our competitors do not focus on outdoor andthis is the medium that we feel is appropriate to give jetBluethe competitive edge going into the top vacation months.Also in April, we propose the launch of a new smartphoneapp that will allow travelers to “check-in” mid flight to letfriends and family know where they are in their trip. We willsend current/prospective customers a SMS that enablesthem to download the new app for free. A flashmob willtake place in Miami International Airport in hopes toenhance brand recognition and recall for our targetaudience 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

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SWOT Analysis


May – AugustjetBlue will take a defensive advertising approach with justenough emphasis on our campaign to maintain our share ofvoice by having our rates be at a constant. With our competitorsspending at high rates during these months, a defensiveapproach will allow us to maintain one last push for thebeginning of the holiday seasons. The allocated budgets for thefollowing mediums are:

- Television $0- Print $0- Outdoor $100,000- Online $87,000- Mobile $50,000

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October - Decemberonce again jetBlue will be at the defense,maintaining a constant allocated advertisingbudget. Southwest is at a spending high in thesethree months. The following constant budget willbe allocated to the following channels:

– Television $0– Print $0– Outdoor $100,000– Online $87,000– Mobile $50,000

SWOT Analysis


SeptemberjetBlue will spend most of its budget on printmagazines. Our target consumer, being 25-34year old females, will be interested in fashion.In September, Condé Nast and HearstCorporation, the owners of high fashionmagazines such as Vogue and HarpersBazaar, release their issue with new trends andstyles that have high readership andcirculation. We have allocated $1.5 million tospend on ads in these magazines to promotebrand awareness. The following allocatedbudget will be appropriated to the correctmediums.

-Television $0-Print $1,500,000-Outdoor $100,000-Online $87,000-Mobile $50,000

September will also mark the final “Sex andthe City” themed promotional event.

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• Objective: It is our goal to increase jetBlue’s coastal and Caribbean travel by5%.

• Strategy: We will target the following key markets with a new advertisingcampaign:– 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 theseairports every year. Advertising in these key markets will enable us to reachnearly 14 percent of total airline passengers in the United States. Byimplementing advertising strategies amongst these markets, we will drivesales of jetBlue tickets to the Caribbean and coastal destinations by 5% in thenext year.

Geography

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• Objective: We will increase top-of-mind awareness of the jetBlue brandamongst consumers. Our campaign will make our primary target audience ofyoung 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 thecampaign

– 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

Sales Promotion

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SWOT AnalysisAppendix A43

Appendix B44

45Appendix C

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SWOT AnalysisWorks Referenced46

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/