JetBlue New Route Launch

Medellin, Colombia

June 13, 2013

Overview

On June 13, 2013, JetBlue announced its 79th city, Medellin, Colombia, with daily nonstop service from

Fort Lauderdale, FL. An array of in-airport and pre-flight activations kicked-off the inaugural flight to the

tune of excited customer response. JetBlue’s Core Media Team conducted press outreach both stateside

as well as with core Latin America press outlets to secure placements that would drive awareness and

create buzz around the new route. Secured coverage was overwhelmingly positive with approximately

80% of the coverage reflecting “very postitive” sentiment scores.

Press Coverage

57 total placements

40 million total impressions

$15,000+ total estimated publicity value

80% of coverage was deemed very positive

How do we track sentiment?

The editorial "attitude" a news item conveys. Coded on a five point scale where:

5 = Very Positive 4 = Somewhat Positive 3 = Neutral/Balanced 2 = Somewhat Negative 1= Very Negative Tone ratings are based on how the "attitude" conveyed might influence a reader/viewer's decision to do business with a company, or buy its products.

Coverage Sentiment

Very Positive(46 articles)

Somewhat Positive(11 articles)

Outlet Media Type Tone Reach

Publicity

Value Source URL

CercAziende.it News Web Sites Very Positive 1,879 $14.00 http://www.cercaziende.it/italy/it_IT/prnewswire.html/show/362316

Comunitalia News Web Sites Very Positive 485 $14.00

http://www.comunitalia.eu/italy/it_IT/prnewswire.html/show/118477/pre

vPage/1

DCI Online Print Version Very Positive 77,000 $112.32

http://www.dci.com.br/pr-newswire/jetblue-inicia-voo-sem-escala-de-fort-

lauderdale-para-medellin-id350964.html

Digital Journal.com News Web Sites Very Positive 384,627 $459.73 http://www.digitaljournal.com/pr/1304671

El Mundo News Web Sites

Somewhat

Positive 8,175 n/a

http://www.elmundo.com/portal/noticias/economia/hoy_llega_al_jose_m

aria_cordoba_la_primera_aerolinea_norteamericana.php

El Tiempo.com Online Print Version Very Positive 220,729 n/a http://www.eltiempo.com/archivo/documento/CMS-12868094

elColombiano.com Online Print Version

Somewhat

Positive 893,515 $131.21

http://www.elcolombiano.com/BancoConocimiento/L/la_aerolinea_jetblue

_llega_este_jueves_a_medellin/la_aerolinea_jetblue_llega_este_jueves_a_

medellin.asp

News Americas Now Blogs Very Positive - $20.56

http://ct.moreover.com/ct?haid=a6574a8ce19ec1c713711697575739179c5

df551e4e50&co=f000000009816s-1158206718

Sport Balla News Web Sites Very Positive 25,955 n/a

http://www.sportballa.com/2013/06/jetblue-airways/route-launches-

lauderdale-medellin-jetblue-festivities

Terra News Web Sites Very Positive 75,411 n/a

http://economia.terra.com.co/noticias/noticia.aspx?idNoticia=2013061400

43_EFE_18463338

Today Colombia News Web Sites Very Positive 1,615 n/a

http://todaycolombia.com/2013/06/13/jetblue-launches-nonstop-fort-

lauderdale-medellin-flight/

Unipymes.com News Web Sites Very Positive N/A n/a

http://www.unipymes.com/llega-la-aerolinea-norteamericana-jetblue-al-

aeropuerto-internacional-jose-maria-cordova/

voxpopuli.net News Web Sites Very Positive N/A n/a

http://voxpopuli.net/arrancaron-vuelos-diarios-sin-escalas-entre-fort-

lauderdale-y-medellin/

AguasDigital.com News Web Sites Very Positive 1,985 $14.00 http://aguasdigital.com/actualidad/leer.php?idnota=5394292&efenew=1

ALLVOICES Social Networking SitesVery Positive 395,055 $14.06

http://www.allvoices.com/news/14801249-jetblue-launches-

lauderdalemedellin-route-with-festivities

AviationPros.com News Web Sites Very Positive 70,346

http://www.aviationpros.com/news/10961472/some-passengers-arriving-

thursday-at-fort-lauderdale-hollywood-international-airport-to-board-

jetblue-airways-flight-541-to-medellin-colombia-were-wondering-what-all-

the-commotion-was-about

Bloomberg

Businessweek Online Print Version Very Positive 9,416,938 $4,785.59

http://investing.businessweek.com/research/markets/news/article.asp?doc

Key=600-201306132240KRTRIB__BUSNEWS_61810_61191-1

Cadena Super News Web Sites

Somewhat

Positive 89,273 $36.63

http://cadenasuper.com/index.php?option=com_content&view=article&id

=9717:jetblue-llega-a-colombia&catid=111:-internet

Colombia MSN News Web Sites Very Positive 4,667 $14.00

http://noticias.latam.msn.com/co/colombia/articulo_efe.aspx?cp-

documentid=258428604

Diario AND News Web Sites

Somewhat

Positive 40,385 n/a

http://diarioadn.co/medell%C3%ADn/mi-ciudad/jetblue-en-

medell%C3%ADn-1.64118

Dinero.com News Web Sites Very Positive 102,380 $20.96 http://www.dinero.com/Imprimir.aspx?idItem=177851

El Nuevo Herald Online Print Version Very Positive 251,522 n/a

http://www.elnuevoherald.com/2013/06/13/1499472/jetblue-une-

medellin-con-fort.html

elColombiano.com Online Print Version Very Positive 893,515 $310.93

http://www.elcolombiano.com/BancoConocimiento/J/jetblue_aterrizo_con

_tarifas_bajas_en_vuelo_directo_medellin-

florida/jetblue_aterrizo_con_tarifas_bajas_en_vuelo_directo_medellin-

florida.asp?cookie

elmundo.es Online Print Version

Somewhat

Positive 1,176,242 $254.39

http://www.elmundo.com/portal/noticias/economia/hoy_llega_al_jose_m

aria_cordoba_la_primera_aerolinea_norteamericana.php

elNuevoHerald.com Online Print Version Very Positive 17,634,815 $3,248.86

http://www.elnuevoherald.com/2013/06/13/1499472/jetblue-une-

medellin-con-fort.html

eTurbo News News Web Sites Very Positive 436,460 $338.34

http://www.eturbonews.com/print/35455/jetblue-launches-nonstop-fort-

lauderdale-medellin-flight

Ground Support

Worldwide Online Print Version Very Positive 62,392 $33.59

http://www.aviationpros.com/news/10961472/some-passengers-arriving-

thursday-at-fort-lauderdale-hollywood-international-airport-to-board-

jetblue-airways-flight-541-to-medellin-colombia-were-wondering-what-all-

the-commotion-was-about

Individual.com News Web Sites

Somewhat

Positive 30,104 $14.00

http://www.individual.com/storyrss.php?story=177459942&hash=6336884

51a3106702939ab9c7edb4b82

Informacion Online Print Version Very Positive 1,939 $14.00

http://noticias.lainformacion.com/economia-negocios-y-

finanzas/transporte-aereo/la-estadounidense-jetblue-inaugura-ruta-entre-

fort-lauderdale-y-medellin_R1lRCKI9qvYTLfXtOkR4C2/

MENAFN.COM News Web Sites Very Positive 14,348 n/a

http://www.menafn.com/6538510d-1b76-468e-8890-

7306dd775e1c/JetBlue-launches-nonstop-Fort-LauderdaletoMedellin-

service?src=main

Noticias Colombianas News Web Sites

Somewhat

Positive 25,576 $14.00

http://noticiascolombianas.blogspot.com/2013/06/llega-la-aerolinea-

jetblue-al.html

Publimetro Online Print Version Very Positive 3,565,986 $1,485.30

http://www.publimetro.com.mx/clasificados/la-estadounidense-jetblue-

inaugura-una-ruta-entre-fort-lauderdale-y-medellin/emfn!2061766/

SunSentinel.com Online Print Version Very Positive 1,389,924 $705.11

http://www.sun-sentinel.com/business/fl-jetblue-lauderdale-medellin-

inaugural-flight-20130614,0,5868162.story

Terra Colombia News Web Sites Very Positive 100,667 $20.96

http://economia.terra.com.co/noticias/noticia.aspx?idNoticia=2013061400

43_EFE_18463338

washington.holaciuda

d.com Online Broadcast VersionVery Positive - $65.73

http://www.holaciudad.com/la-estadounidense-jetblue-inaugura-una-ruta-

fort-lauderdale-y-medellin-n323314

Yahoo Colombia News Web Sites Very Positive 17,879 $14.00

http://co.noticias.yahoo.com/estadounidense-jetblue-inaugura-ruta-fort-

lauderdale-medell%C3%ADn-

004300104.html;_ylt=AwrICtsUd7pRnRQAHwAoucl_;_ylu=X3oDMTRmMDlh

OXEwBG1pdANMSVNUUyBNaXhlZCBUb3AgU3RvcmllcwRwa2cDOWE4NzI3

OWEtZDQ4Ni0zMzkxLWFjNzYtOWZmNDBiNzkxZTY3BHBvcwM0BHNlYwNNZ

WRpYUJMaXN0TWl4ZWRMUENBVGVtcAR2ZXIDZjlhZTVkMDItZDQ4Yy0xMW

UyLThmNWYtMTk3OGJmM2IyNzAx;_ylg=X3oDMTE5OG9iY2poBGludGwDY2

8EbGFuZwNlcy1jbwRwc3RhaWQDBHBzdGNhdAMEcHQDcG1o;_ylv=3

Yahoo! en Espanol News Web Sites Very Positive 1,174,955 $219.60

http://es-us.noticias.yahoo.com/estadounidense-jetblue-inaugura-ruta-fort-

lauderdale-medell%C3%ADn-004300104.html

Yahoo! Finanzas News Web Sites Very Positive - $310.57

http://es-us.finanzas.yahoo.com/noticias/jetblue-lanza-su-vuelo-directo-

194500635.html;_ylt=AwrHgaBIfrpRUwsArwMxk8hG;_ylu=X3oDMTNtZmNy

MnZ2BG1pdANOZXdzIE1hcmtldHMEcGtnAzg0ZjFmYzZmLTIyMWYtMzM3Yi0

5ZmJkLTEwZDYzMWJjMDljNARwb3MDMwRzZWMDdG9wX3N0b3J5BHZlcg

MyM2RlODAwMC1kNDUxLTExZTItOGRiNy1hN2I1N2NlNzM4ODQ-

;_ylg=X3oDMTFtMjYxYmd0BGludGwDdXMEbGFuZwNlcy11cwRwc3RhaWQ

DBHBzdGNhdANub3RpY2lhcwRwdANzZWN0aW9ucw--;_ylv=3

Yahoo! Noticias

Argentina News Web Sites Very Positive 12,788 $14.00

http://ar.noticias.yahoo.com/estadounidense-jetblue-inaugura-ruta-fort-

lauderdale-medell%C3%ADn-004300104.html

Yahoo! Noticias

Argentina News Web Sites Very Positive 12,788 $17.78

http://ar.noticias.yahoo.com/jetblue-lanza-su-vuelo-directo-

194500635.html

Presna News Web Sites Very Positive N/A n/a

http://www.prensa.com.co/jetblue-aterrizo-con-tarifas-bajas-en-vuelo-

directo-medellin-florida

Brasilturis Jornal Online Print Version Very Positive 157 $14.00

http://www.brasilturis.com.br/noticias.php?id=10668&noticia=jetblue-

inicia-voo-sem-escala-de-fort-lauderdale-p

Business Travel

Magazine News Web Sites

Somewhat

Positive 117 $14.00 http://www.businesstravel.com.br/hotnews_desc.php?cod=27068

Caribbean Journal News Web Sites Very Positive 21,816 n/a

http://www.caribjournal.com/2013/06/15/jetblue-continues-regional-

expansion-with-service-to-medellin/

elColombiano.com Online Print Version

Somewhat

Positive 893,515 $492.25

http://www.elcolombiano.com/BancoConocimiento/J/jetblue_llego_a_mar

car_diferencia/jetblue_llego_a_marcar_diferencia.asp?cookie

Travel Daily News News Web Sites

Somewhat

Positive 235,104 $170.95

http://www.traveldailynews.com/news/article/55251/jetblue-launches-fort-

lauderdale-medellin-nonstop

Nuevo Herald Daily Newspaper Very Positive 53,924 $187.93

South Florida

Business Journal Magazine Very Positive 8,643 $37.55

Airline Industry

Information Daily Newspaper Very Positive - $252.55

El Colombiano Daily Newspaper Very Positive 27,000 http://www.siglodata.co/s/junio/20130614CL000000196.pdf

South Florida Sun

Sentinel Daily Newspaper Very Positive 140,468 $1,095.23

White Mountain

Business News Magazine Very Positive 10,000 $27.88

Caracol Radio Radio Very Positive N/A N/A

La W Radio Very Positive N/A N/A http://www.siglodata.co/s/junio/20130613WO11.wma

La W Radio Very Positive N/A N/A

http://colombia.mmi-

e.com/portal/radio/hash/d5e467c5176282239c5f74afa8107519/5/1371168

118/20130613WG03.WMA

RCN Radio Radio Very Positive N/A N/A

http://colombia.mmi-

e.com/portal/radio/hash/3a0a5ae4812c777d648096ee97596dfe/5/137116

8118/20130613RP14.WMA

Telemedellin TV

Somewhat

Positive N/A N/A

http://colombia.mmi-

e.com/portal/tv/hash/37f9be01ca90da5e5ba0aae015e0242b/5/137116811

8/201306139P12.WMV

Total 57 40,003,064 $15,010.56

Customers enjoyed pre-flight activities before boarding the inaugural flight to Medellin