JetBlue grounds campaigns in bookings, brands and buzz

Geoffrey Precourt

This event report breaks down JetBlue's formula for marketing success, as the air carrier seeks to stand out from major players in the category.

JetBlue grounds campaigns in bookings, brands and buzz

Geoffrey PrecourtWarc

Every marketer has a private filer – a set of standards against which any action can be measured.

For Marty St. George, svp/commercial at JetBlue Airways, when the discussion turns to how the carrier can deliver outstanding service while growing to almost 90 cities across North, Central and South America, there's one question that precedes every action: "We use the phrase, 'Would Delta do this?' And if the answer is, 'Yes', then we won't do it."

Rather than being a slight against its Atlanta-based rival, he explained, JetBlue's point...

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