JetBlue Airways: Get Away With It (Media Innovation)
Category: Media Innovation
Brand/Client: JetBlue / JetBlue Airways
Lead Agencies: mediahub from Mullen, Mullen
State of the brand's business
In 2011, JetBlue launched an important brand extension dubbed JetBlue Getaways. It's a vacation package line extension that enables people to book flights, hotels, cars and more, and save big. For a trusted name in air travel, it made sense to expand into the full vacation experience.
The only problem was that the package vacation category was a broader landscape than air travel alone. In addition to other airlines, the category was crowded by brands like Expedia, Travelocity and Orbitz — big brands with big national TV budgets, and with built-in audiences that visited them first1 for their travel needs.
In addition, JetBlue had a perception issue. While the brand offers an award winning flying experience2 (eight consecutive J.D. Power awards), it was not a first point of call for consumers planning a vacation.