JetBlue
JetBlue is an airline that was created in 1999, just years before the airline industry encountered setbacks from the September 11th attacks as well as the nationwide economic recession in 2008. However, almost twenty years later, JetBlue is thriving. How did they survive through the toughest 9 years any business could encounter while starting up?
In 1999, JetBlue started with a four-billion-dollar order to Airbus industrie for 75 new A320 aircrafts and commences their flying in February 2000 from JFK to Ft. Lauderdale. Each plane was equipped with new age luxury for everyday flying consisting of satellite TV in every seat which was a first for the airline industry. By 2001, JetBlue flew their two millionth customer, ordered 48 more aircraft, and added bulletproof cockpit doors. Fast forward to 2008, JetBlue has added jets to their fleet, their inflight entertainment system is the ranked best in the world, and they are performing international flights throughout the Americas. JetBlue has a successful history of a luxurious flying experience, modern innovation in the airline industry, and steady expansion throughout the US, Caribbean, and South America.
JetBlue’s EVP for Commercial and Planning, Marty St. George, tells Skift in an interview that the hardest thing about marketing for JetBlue is how to “keep being cool.” After searching through multiple articles about JetBlue’s history, marketing strategies, and how they perform their everyday business tasks, they really are “cool.” The company comes off as an airline that truly enjoys the industry by catering to the customers, designing beautiful planes, and coming out with great promotions. All in all, flying is in fact a luxury and JetBlue treats it like that for each customer by making every experience worth every penny.
Each aircraft is equipped with 32 inches of legroom (compared to 29 on most domestic flights), movies, snacks & soft drinks, Wi-Fi, DirectTV & SiriusXM, and in seat power. The last domestic flight I flew was from Allentown, PA to Myrtle Beach, SC, and I walked off the aircraft with a stiff back, dead phone, empty stomach, and an urge to forget about my experience. After reading about JetBlue I can see why the company flies almost 14 million people per year. The company designs impressive artwork for the exterior of the aircrafts in their fleet. JetBlue has many tailfin designs as well as body designs ranging from a 60s throwback, to a blueprint design to catch the eye of someone waiting in the terminal for their basic looking American Airlines plane. Aircraft artwork may be the least of someone’s worries when they are 30,000 feet in the air, but it is one of the small details that allows JetBlue passengers to fly in style. On the interior of a JetBlue aircraft, each seat is equipped with an entertainment system for a first-class feel in economy seating. The cabins are modern while being lined with blue lights and sharp detail in the leather seats. Each flight is catered by professional flight attendants dressed to the nines for a Ruth’s Chris feel, minus the Seafood Tower and New York Strip. JetBlue describes their company as a low cost airline in competition with the oldest and largest airlines in the game such as Delta, American, United and Southwest. Through some easy navigating on JetBlue’s website, I found flights from JFK to Denver, Long Beach, and Detroit ranging from $104 to $230. The flights are during our spring break and I may now be considering a trip because of the affordability to these popular destinations. JetBlue sets themselves apart from other airlines by making each flight special for the passengers whether its Ivanka Trump traveling to Hawaii for the holidays or a welder flying to Daytona Beach for a Nascar race. Flying first-class is a dream for most economy flyers but when flying with JetBlue, Economy does not seem too far off.
JetBlue’s marketing strategies are brilliantly interesting. In 2016, the company targeted babies in one of their ad campaigns. Babies and an airline, the two do not mix well, if at all. Elizabeth Windram, a JetBlue Marketing Executive, came up with a way to tie in one of the most frustrating things about flying with something that is next to the unthinkable in the airline industry. Her idea was FlyBabies; every time a baby cried on a flight from JFK to LGB, all passengers would receive 25% off their next JetBlue flight. This meant if four babies cried, all passengers on that flight receive a free round-trip ticket on their next JetBlue flight, and they did, clapping every time a baby cried. JetBlue made this into a commercial just in time for mothers-day and it was a hit. Another campaign strategy took flight by having 150 passengers think together to settle on one of twenty possible destinations for a free round trip flight but the agreement on one destination between all 150 passengers had to be resolved before their plane landed. These two campaigns are similar in the fact that the passengers had no idea that they would be landing in their destination with a free round trip ticket to use in the future. The campaigns bring curiosity into the minds of people in the market for a flight by making each JetBlue flight similar to Cash Cab in New York City bringing interest into booking their trip with company. The campaigns also raise a positive marketing strategy to keep previous customers returning to flying with JetBlue. Other business decisions include becoming the official flyer of The Boston Red Socks and The New York Jets for a great outlet not only for advertising in the teams home stadiums, which bring in millions of fans each year, but just associating their name with these large organizations bringing even more notice to the airline. JetBlue also acquired partnerships with Aer Lingus, Emirates, Azul Brazilian Airlines, and others for a wider range of possible destinations across the globe for their flyers. JetBlue’s slogan is “If you wouldn’t take it on the ground, don’t take it in the air” hinting that other airlines essentially treat you like cattle while JetBlue treats you the way you live your life outside of flying.
JetBlue is an impressive company with an even more impressive startup story. From their first delivery of an Airbus A320 to flying the First Lady, JetBlue has made a major footprint in the airline industry. Through entertainment innovation, marketing masterpieces, and a priceless reputation, JetBlue has made their way to becoming the airline to fly with, in-style.