JetBlue: Flying it Forward

This case study looks at JetBlue, a US airline that had to begin charging for checked bags – something it had always avoided – by asking people to value a broader take on humanity than freebies.

JetBlue: Flying it Forward

MullenLowe U.S.

Objectives

The Background

Imagine you're the average, cost-conscious, economy-class traveler who flies infrequently for business and pleasure. You live in Boston, New York or Fort Lauderdale. You're not an elite frequent flier who has "status." You fly a few times a year, but not nearly enough to earn perks and privileges. You are the kind of person for whom flying (in coach) is typically a miserable experience.

But not on JetBlue. JetBlue is different.

JetBlue Airways took to the skies 16 years ago with a clear mission: to bring humanity back to air travel....

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