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

http://youtube.com/v/BvWgLJSQtoM

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...