JetBlue

The following is a media plan I created in school for JetBlue. Click here to check it out!

Background: JetBlue is an airline company founded by David Neeleman in 1999 in Long Island City, New York. JetBlue looks to bring the humanity back to air travel.

Major competitors of JetBlue include Southwest, American, Delta and United Airways. To differentiate JetBlue, Neeleman wanted to focus on secondary airports away from the main hubs where consumers could jet to their designations without having to drive through busy metropolitan areas and deal with frequent flight delays.

Objectives: To differentiate the JetBlue brand and build a top-of-the-mind awareness, we must increase passenger seat miles by 5% in select cities beyond offshore markets for business women age 25-34 and retirees age 55-64, and increase share of vacation travelers by 5% from last year with a 25% increase in revenue and advertising for vacation travel during the spring and summer months.

Target Audiences: Our primary target audience are females ages 25-34, mainly Asian or White. These women have attended graduate school and have an income upwards of $75,000. They are either single or married with no children in their households, and employed in high professional positions in fields such as psychology, law, or business management. These women would live in a county size A.

Our secondary target are both men and women ages 55-64, also predominantly Asian
or White. These individuals have graduated from college and have incomes upwards of $75,000. They are married with no children left in their households, and are employed in high professional positions in fields such as psychology, law, or business management. They may be retiring or about to retire, living in county size A or B.

Media Budget: We extended our budget to $9 million in order to exceed our reach and frequency goals. We are allocating 55% of the budget to be spent on digital media which will amount to $4,924,418. We plan to spend 25% on television, 10% on magazines, 4% on outdoor ads, and 1% on spot radio. 50% of the budget will be spent in January, 25% in February, and 25% in March.

Campaign Details: The campaign will run from January to March following the holiday season, suggesting an escape from the winter weather. We kick off our campaign in January with a high reach and a moderate frequency. Reach and frequency will then decrease slightly in February and March due to the already high awareness created in the first month.

JetBlue has created a sharp competitive edge by offering premium inflight entertainment and comfort to its flyers for prices lower than most of its competitors. This will allow them to attract upper class and business people, who can afford to go on more vacations, by offering them the same luxury they expect from taking business flights while also saving them money to spend on the rest of their vacations. The challenge will be to convince them that JetBlue is not just another bargain brand airline without amenities and entertainment.

Big Idea: JetBlue offfers the highest quality flights for the lowest price so flyers can spend more money on their vacations and not their flights.