1

JetBlueMediaPlantoIncreaseSummerVacationTravel

2

ExecutiveSummary

DavidNeelemanfoundedJetBluein1999asmorethanjustalow‐costairline,butasameansof

“bringingthehumanitybacktoairtravel”(Bluestreak,p.76).JetBluedoesthiswithitscustomerBillof

Rights,apromisetoneveroversellflights,andthroughin‐flightluxuriessuchasDirectTVandleather

seats.Withthiscombinationoflowfares,“couchpotatocomfortsandsolicitousservice…JetBluehas

upendedanindustry”(Bluestreak,p.xvi).Nowconsideredamajorairline,JetBlueservesasheavy

competitionforotherlow‐costairlinessuchasSkybusandVirginAmerica.

ThemediastrategyforJetBluemapsouthowweplantomeetourmarketingobjectiveof

increasingvacationtravelby5%.Theplanwillalsohelpcreatetopofmindawarenessforthebrand

withinthetargetmarket.Thebudgetof$6milliondollarswillbespentonanationalandspotcampaign,

focusingJetBlue’snumberoneprioritymarkets:Boston,Burbank,Charlotte,NewYork,Pittsburg,

Raleigh,andSeattle.Nottobeforgotten,theotherprioritymarketswillbeexposedtothemessage

throughnationalmediaandalsothroughvarioussocialmediavehicles.Anadditional$1milliondollars

willbeusedforcreativeeffortsandvalueaddedendeavorssuchasthedevelopmentofaniPhoneapp

andthecreationofaYouTubevideowhichwillhopefullygoviral.

Withinthesemarkets,wehavechosentotargetyoungbusinessprofessionalsages24‐45witha

householdincomeofatleast$75,000.Thesecondarytargetaudienceisparentsages30‐50witha

minimumhouseholdincomeof$100,000.Thecampaigntargetsthisaudiencewithacarefullyplanned

outmediamixstrategyrunningfromFebruarytoAugust.Thecampaignhasaconstantfocuson

televisionwithaheavyemphasisonSpotCableandSpotPrimeTelevision.Marchwillhaveheavysports

advertisingbecausesomanyviewerstuneintoMarchMadness.BeginninginMay,campaignspending

willincreaseinmagazinesandnewspapers.ThemonthofAugustwillsimplyconsistofdirectmail

reminders.Additionally,non‐traditionalmediawillbeusedtheentiretimetoaddtothecampaignand

tohelpcustomersfeelconnectedtothebrand.Forthespotmarkets,wehavesetmoderatereach(60‐

70%)andlowfrequencygoals(2)whilemaintaininglowreach(30%)andfrequency(1)nationally.The

strongvisualcampaignswillservetoenticepotentialcustomerstonotonlygoonvacation,buttotravel

usingJetBlue.Accordingtomediaflightplan,thiscampaignwillindeedmeetitsmediaobjectives.

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TableofContents

I. SituationAnalysis:pg3

II. CreativeBrief:pg5

III. MarketingandAdvertisingObjectives:pg6‐7

IV. MessageStrategy:pg8

V. CampaignTargetAudience:pg9‐10

VI. CostBenefitAnalysis:pg11

VII. ComparisonofCampaignChoices:pg12

VIII. MediaObjectives:pg13

IX. MediaStrategy:pg14‐18

X. CreativeDirection:pg19‐20

XI. CampaignGoalsandEstimatedPerformances:pg21

XII. References:pg22

XIII. Appendix

4

JetBlueSituationAnalysis

In1999,DavidNeelemandecidedtolaunchJetBluewiththegoalofestablishinganairlinethat

combinesqualitycustomerservicewithtopofthelinesecurity.Neelemanwantedanairlinethat

allowedpeopletoreachtheirdesireddestinationwithlesshassle.Asairtravelhasbecomemoreofa

nuisance,JetBlueservestoputthecustomerfirstandmakeflyingalittlelessloathsome.

Overtenyearslater,JetBlueisoneoftheleadingairlineswiththehighestrankedcustomer

servicesixyearsinarowamonglowcostcarriers.AfteramajorflightdelayatJFKin2007,the

“CustomerBillofRights”wasputintoplayasawayofimprovingcustomercare.The“CustomerBillof

Rights”setsJetBlueapartbycompensatingpassengersfordelayedandoverbookedflights,informing

themofcancellationsinadvanceandprovidingin‐flightentertainment.Overall,JetBlue’smaingoalisto

bringhumanitybacktoairtravel.

Whilebeingknownforexcellentservice,JetBluealsoofferslowcostflightstoover50citiesin

20statesaswellaspartneringupwithotherairlinestoofferdestinationsin12othercountries.Though

itisoneofthesmallerairlinecompanies,itfallsintothemajorairlinecategoryduetorevenuesthat

surpass$3billion.JetBlueistheseventhlargestpassengercarrierinAmericaintermsofrevenue

passengermiles.PeoplechooseJetBlue

becausethecostisundeniableandit

comeswithoutthesacrificeofquality

serviceorin‐flightamenities.Asaleading

majorairline,JetBlueisnotwithoutits

competitors.Increasedmarketthreats

havecomefromotherlowcostairlines

includingVirginAmericaandSkybus,and

morearesuretocome.Withmore

competitiononthehorizon,JetBlue

continuestoaddmoreplanesanddestinationcitieswhilecontinuingtoofferlowprices.Byproviding

superiorserviceandaffordableprices,itislikelythatJetBluewillremainatthetopoftheairlinemarket.

American

Southwest

Delta

United

USAir

Condnental

Northwest

jetBlue

AirTran

ShareofSalesamongTopAirlines

5

Onefactortokeepinmindinregardstoairtravelistheeconomy.InrecentyearsAmericahas

experiencedaneconomicdownturnthathasimpactedtheairtravelmarket.Whileitisstillimportant

forpeopletouseairtravel,therecessionhasresultedinsomenegativeimpactsontheindustry.Forone

thing,whilebusinesstravelisstillanecessity,vacationtravelisnotandthereforemanyarecuttingback

onthosecostsbyeitherchoosingtonotvacationorbyusingothermeansoftravel.However,JetBlueis

atsomewhatofanadvantageoverotherairlinesbybeinglowcostandprovidingqualityservice.With

businesstravelremainingessentialtoyoungprofessionals,thereisopportunitytoinfluencethose

travelerstouseJetBlueasameansofvacationtravelaswell.

Whiletheeconomyhasexperiencedanupset,Americanscontinuetomoveatwarpspeed.With

thislifestyle,anewtrendoflastminutevacationinghascomeintoplay.Accordingtoarecent

nationwidesurvey,threeoutofeverytentravelersplannedtheirvacationanaverageofsixdaysbefore

leaving(ehotelier.com).Withthedemandinglivespeoplefaceeachday,itisoftendifficulttoschedule

vacationsinadvanceandpeoplefinditeasiertomakeimpulsivetraveldecisions.Muchofthis

spontaneityalsoaroseasaresultoftheinternettravelsaleswebsitesandthemoneythatcanbesaved

throughusingthem.Unsolicitedemailofferscalled“flashsales”providetravelerswithlastminute

deals.Theseinternetservicesbenefitboththeairlinesandthecustomersthroughfillingwhatwould

otherwisebeemptyseatsatalowerpricetopleasethepotentialpassengers.Whileyoumayexpect

theselastminuteofferstorefertomainlyweekendtrips,statisticsshowthattheyarecommonlyused

forvacationpackages.Keepingthisinmind,JetBluehastheopportunitytocontinuetorecruit

vacationingairlineguestsupuntiljustdaysbeforedeparture.

Overall,JetBluehasanimpressiveperformancerecordwithanopportunitytogoevenfurther.

Byprovidinglowcostflights,JetBlueisanattractiveairlinechoiceevenduringaneconomicdecline.

JetBluemakesanefforttodomorethanjustgetitspassengersfrompointAtopointB.Itpledgesto

offertravelersabetterexperiencethroughqualitycustomerservice.TheadditionaleffortsthatJetBlue

makestopleasetravelers“createsloyaltythatresultsinthebestkindofadvertising:wordofmouth.

SixtypercentofJetBlue’snewcustomerscomethisway(FlyingHighpg.250).”Throughthestriking

influenceofwordofmouth,JetBluehastheopportunitytocombinetraditionaladvertisingwithsocial

mediatomakeitsimpressivereputationwidespreadduringthespringandsummermonths.Theskyis

thelimitforJetBlue.

6

CreativeBrief

ClientName:JetBlue

Media/CommunicationVehicle:Television:NetworkTV,NetworkCable,SpotTV,SpotCableRadio:NetworkRadio,SpotRadioMagazine:Men’s,Women’s,GeneralInterestNewspaper:NationalNewspapersInternet:KeywordSearch,WebsiteSponsorship,TargetedSitesDirectMail:PostcardsKeyFact:JetBlueisalowcostairlinewithanemphasisoneconomy,comfort,andcustomerconsideration.

Problem:JetBluelackstop‐of‐mindawarenessinitsprimarymarkets;especiallyinregardstovacationtravel.

Objective:Toincreasevacationtravelsalesby5%duringthespringandsummerseasons.

TargetAudience:

1)Youngbusinessprofessionalsaged25‐45withahouseholdincomeofatleast$75,000.Thesepeoplearelookingforinexpensivewaystotravel.Theirbusyschedulesareintolerantoflostbaggageandothertravelmishaps.

2)Parentsaged30‐50withhouseholdincomesofnolessthan$100,000.Withalltheexpensesthatcomewithhavingchildren,thelastthingparentswanttodoisspendevenmoremoneyontravel.Parentslookingforaweekendget‐awayfromthekidsoravacationwiththewholefamilywantfast,easy,travelwithouthavingtosacrificecomfortorsafety.

Insight:“Iamthekindofpersonthathatesflying,yetmostofthetimeit’stheonlywayofgettingtomydestination.Travelingbyaircanbeverystressfulbecauseofcrowdedairports,lostluggage,andevenoverbookedflights.Iwishthattravelingcouldbemorerelaxingandenjoyablewithouthavingtopaytheextrapriceforflyingfirstclass.Iwouldbemorelikelytotakemorevacationsandtravelbyairplaneifmyexperienceasacustomerwasmorepleasant.”

Promise:JetBlueAirlineseliminatestravelinghasslesandprovideslowrateswhilemaintaincomforttoincreaseoverallvacationsatisfaction.

Support:

• CustomerServiceistoppriority• In‐flightluxuriessuchasleatherseats,DirectTV,andextralegroom

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• JetBlueneveroversellsflights,hasanexcellenton‐timerecord,andoffersfrequentflightupdates

MarketingObjective

Themarketingobjectiveofthiscampaignistoincreasepassengerseatmilesusedforvacation

travelby5%duringthespringandsummermonths.Becausebusinesstraveldeclinesby10%during

springandsummerandthemajorityofrevenuemilesaregeneratedbybusinesstravelers,JetBlue

needstofocusitsattentiononvacationtravelwhichincreasesby30%inthesemonths.Withthefocus

onvacationtravel,coastaldestinationsarekeybecausetheyattractthemostvacationers.Themain

goalofthiscampaignwillbetofocusonJetBlue’ssevenprimartmarketswiththeadditionofaless

emphasizednationalcampaign.

AdvertisingObjectives

Inordertoincreasepassengerseatmilesby5%forvacationtravelduringthespringand

summermonthsitisimportanttocreatetopofmindawarenessamongthecampaign’sprimaryand

secondarytargetaudience.ThecampaignadvertisingwillbespreadoutbetweenFebruaryandJulyand

thenslowlycomingtoacloseinAugust.AtthestartoftheNewYear,Americanswillbesettlingdown

fromtheholidays.Itislikelythatpeoplewillhavespentagooddealofmoneyduringtheholidays,so

Januaryisatimeforpeopletolivemoremodestly.Becauseofthis,itisnotverylikelythatpeopleare

planningvacations,soitisbeneficialforJetBluetosaveadvertisingcostsandwaituntilFebruaryto

launchthenewcampaign.ByFebruary,peoplehaveamorebalancedbankaccountandaremorewilling

tospendmoneyontravel.Theyaregettingtiredofthecoldweatherandarelookingforwardtosunnier

days.Thisisamonthwhereaheavierconcentrationofadvertisingwouldbeeffective,notonlybecause

itisthestartofthecampaign,butalsobecausemanypeoplewanttogettheirvacationsplannedin

advanceinanefforttosavemoney.Duringthistimeofyearpeoplewantsomethingtolookforwardto;

alightattheendofthefrostytunnel.ThroughoutMarchandApril,slightlylightermonths,thereisstilla

greatneedforadvertisinginordertoboostvacationsalesforJetBlue.Whilemakingsmallcutbackson

lessinfluentialmedia,JetBluecancontinuewithaneffectivelevelofadvertisingandsavefundsforthe

slightlyheaviermonths.Whileallmonths,FebruarythroughJulyarerelativelyequal,Mayshouldbe

somewhatheavierofamonthbecauseitiswhenchildrenaregettingoutofschoolandfamiliesare

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finalizingplansforthesummervacation.Atthispoint,manyfamilieshavemorefreetimefortravel.

Thereisnomoredrivingcarpool,goingtokarateormakingexplosivevolcanoesforscienceclass,thus

creatingmorefreedomtogetawayandspendtimeasafamily.Withschooloutforsummer,thenext

threemonthsprovideampleopportunitiestogoonavacation,whichiswhycontinuingheavy

advertisingduringJuneandJulyiscrucial.WhilesomeAmericansprefertobooktheirvacationsin

advance,thereisagrowingtrendtomakemoresporadicplans.Aspeoplecontinuetobooksummer

vacationflightsthroughoutthesummertime,JetBlueneedstocontinuewithheavyadvertisingtolure

customersin.WithrelativelyequallydistributionofadvertisingbetweenFebruaryandJuly,andonlya

slightlylargeremphasisonFebruaryandMay,JetBluecanreachthemajorityofthecampaign’starget

audiencewhethertheyprefertoplanvacationsinadvanceoratthelastminute.BythetimeAugust

comesaroundmostsummertravelwillbeplanned,butthecampaignwillfeaturedirectmailasa

remindertotakeadvantageofthefinaldaysoftheseason.Eachmonth,themediavehiclechoiceswill

bebasedonthetargetaudience’slifestyleandusedtokeepJetBlueattheforefrontoftheirminds.The

advertisingtoencouragesummertravelwithJetBluewillcometoacloseattheendofAugustwhenthe

kidsgobacktoschoolandbusinesstravelpicksbackup.

9

MessageStrategy

Withthegoalofthiscampaignbeingtoraisepassengerseatmilesusedforvacationtravelby

5%duringthespringandsummermonths,themessagewillfocusonthepossibilitiesthatsummertravel

canbring.Thecampaign’stargetaudiencehasbeenhardatworkallyearandbythetimetheweather

warmsup;thechancetoexperiencesomeexcitementisveryenticing.Whetheritisthecareeroriented

hardworkerorthededicatedmotherofthree,themembersofthetargetmarketarelikelytobeready

foragetaway.Thetypeofpersontargetedinthiscampaignspendstheirwholeyearfollowinga

regimentedroutine.Eachdayoftheweekisjam‐packedwithappointmentsandobligationsleavinglittle

ornotimeforfreedomandadventure.Byfocusingthecreativemessageonthepotentiallyunlimited

possibilitieswhentravelingwithJetBlue,theprimaryaudienceandsecondaryaudiencearelikelytobe

intriguedbytheideaofspontaneityandchange.ManyAmericansarediscouragedbythehassleof

traveling,butsinceJetBlueisdedicatedtomakingflyingascomfortableaspossible,theycanworryless

aboutcheckingluggageandsimplyenjoytheexperience.Thecampaignwillbringexamplesoftravel

possibilitiestolifethroughTVcommercialsandprintadsthatpaintanactualpictureofwhattraveling

withJetBluecouldentail.Othertraditionalmediaincludingradio,internetanddirectmailwillserveto

reiterateandsupporttheoveralltheme,withtheemphasisonexcitingvisualaids.Overall,thecreative

strategytoencouragesummertravelwithJetBluewillshowtheendlessopportunitiesofvacationing.

Whethertravelingsomewhereexoticorvisitingfamily,customerswon’tbedisappointedbecausewith

JetBlue,theskyisthelimit.

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CampaignTarget:PrimaryandSecondaryAudiences

Demographics:

AccordingtotheMediaFlightPlandata,39.03%ofalllow‐pricecarrierpassengersareages24‐

45.Thesepassengersareworkingwithamedianhouseholdincomeof$89,839.ForJetBlue,42.79%of

thepassengersareages24‐45,withamedianhouseholdincomeof$94,273.Notonlythat,but34.21%

ofJetBluepassengershavechildren.Fromthisdata,wechoseaprimaryandasecondarytarget

audience.Theprimaryaudienceissimplyyoungbusinessprofessionalsages24‐45withanincomeofat

least$75,000.Thesecondaryaudienceconsistsofparents,ages30‐50withatleastonechildanda

householdincomeofatleast$100,000.Fromhere,weusedMRI+todecideifthismarketwouldindeed

besubstantialenoughtomeetourmarketingobjectives.Theresultswerelarge,coveringalmosthalfof

the225,887,000‐personmarketthattravelsviaairplane.46.4%ofjetBluepassengershaveahousehold

incomeof$100,000ormore,andofthesepeople51.9%flyforpersonal/vacationtravel(MediaFlight

Plan).Ourprimarytargetofyoungbusinessprofessionalsis47,069,956peoplewhileoursecondary

marketconsistsof38,514,303people.Needlesstosay,thistargetissizeableenoughtoreachourgoals,

butalsonarrowenoughtogetourmessageouteffectively.

PsychographicsandLifestyles:

Thepeopleinourprimarymarketlivefast‐pacedlifestylesandareconstantlyonaregimented

schedule.Theyarebusiness‐orientedandstayattheforefrontoftechnology,usingthelatestgadgetsas

ameanstostayup‐to‐datewithcurrentevents.Theyareinnovatorsinthetechnologicalmarket,

usuallysettingtrendsbybeingthefirsttousethem.Sincethesepeopleareconstantlyonaquestto

obtainthemostrecentfinancialnews,theycravemoderntechnology.

Becausethepeopleinthetargetaudiencearesouptodatewithtechnology,whentheytravel,

theyuseonlinetravelbookingandonlinecheck‐intomaketravelinglesstedious.Studiesshowthatthe

peopleinthisdemographicarefrequenttravelers.Asawhole,theseconsumersareveryambitiousand

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workhardtobeabletoachievewealth.Theyarecuriousandadventureseekingintheirfreetime.

Stayinginformedonthelatesttrendsisimportant,whetherit’sthroughtheirphones,computers,

magazines,ornewspapers.

Whilethesecondarymarketsharessimilarcharacteristicswiththeprimarymarket,many

importantdifferencesstandouttomakeitauniquesector.Asstatedabove,thesecondarytarget

consistsofparents,ages30‐50withatleastonechildandahouseholdincomeofatleast$100,000.

Thesefamiliesrunonahighlyregimentedschedulewithlittletimetowaste.Theparentsareconstantly

jugglingtasksfromdayjobstohouseworktocarpool.Oneminute,they’refoldinglaundry,andthenext

minute,theyarerunningofftoaPTAmeeting.Thesefamilieslivehecticlivesandcherishthefreetime

theygettospendtogether.Whenthemembersofthisaudiencegettotravel,theyseektodosoatthe

lowestpossiblecosttomaximizetheirspendingstrength.Thoughthesefamiliesarewelloff,theylook

forwaystocutcostsonfamilytravelwithoutcompromisingtheirhighstandardsinordertodoso.

MediaHabitsoftheTargetAudience:

Ourtargetaudienceisquitebusy,butremainsuptodatewiththeircurrenteventsbytuning

intothenewsbothontelevisionandontheInternet.Theyalwayshavethenewsonwhilegettingready

forworkandevenwhenpreparingdinner.Theworkingpeoplelistentoradiofortrafficupdatesontheir

morningandeveningcommutes.Whileatwork,thesebusinesspeoplespendthemajorityoftheirtime

ontheInternet,sotheyareverysusceptibletoadvertisingwithinthismedia.Workingornot,thepeople

inthistargetmarketstillvaluethelimitedtimetheyhavetorelax.Whetherit’safteralongdayatwork,

oroncethekidsarefinallyasleep,themomenttheycanwatchtheirfavoriteteamplayortheirfavorite

sitcomisabeautifulone.Thishasbecomeasacredtimetoeitherrelaxasacouple,oralone.Though

readershipofnewspaperandmagazinesremainsstrongthroughouttheyear,thesebusypeopleare

morelikelytoreadmagazinesinthesummertime,eitheratthepoolwiththeirchildrenoronpersonal

vacation.Atthistime,theyarelikelytowatchlesstelevision,readmore,andlistentomoredaytime

radio.

Overall,toincreasevacationtravelforJetBlueduringthespringandsummermonths,itis

importanttotargetanaudiencethatwouldbereceptivetotheideaofavacation.Theprimaryand

secondaryaudienceschosenrepresentthosewhoalreadyhaveahistoryoftravelingandthereforeare

likelytotravelagain.Thesepeoplehavethemonetarymeanstovacation,yetarenotlikelytosplurge

onairfare,soalowcostcarrierlikeJetBluecouldbethesolution.Whetherforaromanticgetawayora

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familytriptothebeach,themembersofthechosentargetaudiencehavethemeansandmotivationto

takesometimeofffromtheirbusylivestohavealittlefun.

Cost/BenefitAnalysis

Whenchoosingwhethertouseaspotcampaign,anationalcampaign,oracombinationofboth,

therearemanyfactorstokeepinmind.First,itisimportanttoemphasizethesummervacation

campaignincertaintargetmarketsintheUS.JetBlue’sgoalistoincreaseseatmilesbetweencertain

destinations,soitisnotnecessarytoadvertisethroughouttheentirecountry.Whenadvertisingusinga

spotonlycampaign,certainmediavehicleslikeinternetandmagazinesarenotincludedinthemedia

mixoptions.Alargemajorityofthetargetaudiencesaremagazinereadersandinternetusers,soby

doingaspotonlycampaignwewouldmissoutonmanyopportunitiestoreachthem.Ontheother

hand,asolelynationalcampaign,whilereachingalargeraudience,failstoputemphasisonJetBlue’s

focusregions.EachofthetopprioritymarketsforJetBlueneedsspecialadvertisingattentioninorder

keeptheairlinetopofmind.Besidesbeinglesseffective,bychoosingonlyonetypeofcampaign,

nationalorspot,wewouldbespendingmoremoneythannecessary.Tomeetourreachandfrequency

goalswewouldneedtospendmoremoneyeachmonth,exceedingthesetbudgetveryquickly.By

selectinganationalandspotcampaign,wewillreachalargeportionoftheUSwhilestillbeingableto

directspecialattentiontothetopprioritymarkets.Thenationalandspotcampaignallowsustoutilize

moremediavehiclesandspendmoneymoreefficiently.

Afterselectinganationalandspotcampaign,weonlyselectedtheleveloneprioritymarketsfor

thespotadvertising.Thisallowedustosavemoneytospreadoutbetweenmediavehiclesinthe

nationalmarkets.ThoughtherearemoreprioritymarketsJetBlueaimstoincreasesalesin,theseven

wechosewereofprimaryimportance.Theothermarketprioritieswillbeexposedtotheairline’s

messagethroughthenationaladvertisementsandpotentiallythroughsocialmedia.Anationalandspot

campaignwillspanthroughouttheUSwhilefocusinggreateremphasisonthemarketsthatJetBlue

considersmostimportant.Thisisalowercost,higherefficiencyplan.

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CampaignComparisonsforthemonthofFebruary(CostBenefitAnalysis)

MonthOfFebruary:SpotOnlyCampaign

PlanEvaluation Reach(%) Frequency GRPs TotalPlan($)TheoreticalNeeds(Goals)

70 2 140 954,545

EstimatedPerformance

57.1 1.6 92 2,272,328

NetDifference ‐12.9 ‐0.4 ‐48 ‐1,317,783

MonthOfFebruary:NationalOnlyCampaign

PlanEvaluation Reach(%) Frequency GRPs TotalPlan($)TheoreticalNeeds(Goals)

70 2 140 522,388

EstimatedPerformance

33.6 1.4 48 749,060

NetDifference ‐36.4 ‐0.6 ‐92 ‐226,672

MonthofFebruary:NationalAndSpotCampaign

PlanEvaluation

National Natl+Spot

TotalPlan

Reach Frequency GRPs Reach Frequency GRPs TheoreticalNeeds(Goals)

30 1.0 30 70 2 140 6,000,000

EstimatedPerformance

33.6 1.4 48 69.5 2 136 5,940,500

NetDifference +3.6 +0.4 +18 ‐0.5 0 ‐4 +59,500

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*Thetablesabovecomparethethreetypesofcampaigns(SpotOnly,NationalOnly,andNationalandSpot)inthemonthofFebruary.ThenumbersdisplaythatreachandfrequencygoalsaremorelikelytobemetusingaNationalandSpotCampaignwiththeallottedsixmilliondollarbudget.

MediaObjectives

Themediavehicleschosenforthiscampaignwillbegearedtowardmenandwomenbetween

theagesof25and50witharelativelyhighincomeof$75,000+.Thesepeopleareconstantlyuptodate

withthelatestnewsandtrendsthroughuseofelectronics.Whiletheyareveryhardworking,theyare

likelyeagerforachangeofpaceandachancetogetaway.Becausethetargetisfinanciallysecure,the

membersareabletodiversifytheirmediause.Theprimaryandsecondaryaudiencesofthesummer

vacationcampaignwillbeexposedtothemessagethroughawidevarietyofvehiclesinorderto

increasecoverage.Amainfocusofadvertisingistoprovidethetargetaudiencewithconvincingvisual

imagerytoshowjusthowgreatvacationcanbeandencouragethemtobookaflightwithJetBlue.Being

thatthegoalistoincreasespringandsummervacationpassengers,thespanoftheadvertising

campaignwilllastfromFebruarythroughAugustwithaslightlygreateremphasisonFebruaryandMay

andverylittleinAugust.ThemediaobjectiveforMarch,April,JuneandJulyistoachieveaminimum

levelof60%reachamongstthetargetaudienceinthenationalandspotcampaignwithanaverage

frequencyof2overanaverage4weekspan.DuringthemonthsofFebruaryandMay,whichhavebeen

givenmoreimportancefortravelbookingpurposes,thegoalistoachieveaminimumreachof70%

amongthetargetaudiencewithanaveragefrequencyoftwooveranaverage4weekspan.Whilethese

reachandfrequencygoalsmayseemsomewhatlow,giventhelimitedbudgettheyarereasonable

objectives.Itisalsosafetoassumethatthroughfreeadvertisinglikesocialmediaandtheadditional

creativeideasJetBluewillgainhigherreachandfrequencythanpredictedinMediaFlightPlanestimated

performances.Becausetheseasonschangeduringthecourseofthecampaign,theweatherhasabig

effectonmediavehiclechoices.Televisionwillbethekeycomponenttospreadingthecampaign’s

messageduringthewintermonthswhenpeoplechoosetoavoidthecold.Whentheweathergets

hotter,moneyspentonprintadswillincreasewhilelessmoneyisspentonTV.Geographyplaysarole

inthemediavehiclechoiceswhenitcomestocombiningnationalandspotadvertising.Thecampaign

willfeaturenationalexposurewithextraweightontheprioritymarkets.Overall,theobjectiveisto

achieveallofthesegoalsasefficientlyaspossiblewithintheset$6milliondollarbudgetfortraditional

media.

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MediaStrategy

Inordertoaccomplishtheproposedgoals,itisnecessarytousemediavehicleswiselyand

efficiently.Whilethereisgreaterfocusonsomemediavehiclesthanothers,andthatfocuschanges

throughoutthecampaign,allchoicesmadeworktogethercohesively.Thedefinedtargetaudiencedoes

notutilizeonlyonemedium.Theylistentotheradioonthewaytowork,watchTVwhilecookingdinner

andsurfthewebbeforebed.Becauseofthis,advertisinginmanydifferentvehiclesprovidesgreater

chancesofexposingthetargetaudiencetothecreativemessage.

DivisionofMoneybetweenMediaVehicles

Television

Thereisaverylargeemphasisofthecampaigndedicatedtotelevision.Whiletelevisionisthe

mostexpensivemediavehicle,itisalsooneofthemosteffectiveintermsofthiscampaignsobjective.

Withthecreativemessageemphasizingthewondersofsummervacation,acrucialelementin

convincingpeopletobookwithJetBlueistoshowthemhowincredibleavacationcouldbe.When

peopleareabletoactuallyseesomeoneloungingonabeachorsnorkelinginthecoralreeftheidea

becomesmorereal.Thecommercialadvertisementswillinvolvewarmsunshine,sandybeachesand

TV

Newspaper

Radio

Magazine

Internet

Outdoor

DirectMail

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excitingadventure.Whilethecommercialswillbeshorter,fifteenseconds,theywillbeboldandthe

messagememorable.Thewholeideaistoshowviewersthechangeofpacethatwarmweatherbrings

andmakethemwanttobookaflightwithJetBlue.Duringthecampaign’sstartinFebruary,theweather

isfrigidandlyingonthecouchwatchingtelevisioniswaymoretemptingthanbeingoutdoors.Itisat

thistimeofyearthatpeoplearelikelytowatchmoreTV.Betweenprimetimetelevisionshowsandthe

MarchMadnessbasketballtournament,peopleareconstantlytunedin.Withinournationalandspot

televisionpurchases,weplantoadvertiseinshowslike“ModernFamily”,“CriminalMinds”and“The

Mentalist.”Theseshowswouldbemosteffectiveinreachingthetargetaudiencebecausetheyhave

largeaudiences,highratingsandaretargetedtowardsadultssimilartothoseinthetargetaudience.We

chosetoplaceamajorityoftelevisionunitsinthespotmarketsbecausethesearetheoneswecarethe

mostaboutexposingthecampaign’smessageto.Someexceptionstothisincludeourdecisiontobuy

unitsinnetworkprimetimetelevision,nationalcableprimetime,andduringsportingevents.Bybuying

unitsduringprimetimenationallywecanreachmorepeopleatatimewhentheyaremostlikelytobe

watchingtelevision.Thisisawaytogetexposureintheareasnotcoveredinourspotmarkets.

Additionally,bypurchasingmanyunitsduringsportingeventswewillincreaseexposureamongawide

audienceofsportsfanatics.DuringFebruaryandMarchthereisahugeincreaseinthenumberofpeople

watchingsportingeventsduetoMarchMadness.Eventhosewhotypicallydon’twatchbasketballona

regularbasisaremorelikelytobewatchingduetothehypethatthetournamentcreates.Manypeople

maketournamentbracketstotrytobetonthewinnerandthisincreasestheirchancesofwatchingeach

game.Wechosetobuydaytimeunitsbothnationallyandinourspotmarketstoincludethosewithout

jobsorwhoworkfromhome.Thiswillprovideexposuretothosewithalittlemorefreetimeduringthe

day;whetheritisastay‐at‐homemotherfoldinglaundryorabusinessmanrunningawebsitefromhis

homeoffice.Bythetimeearlyeveningrollsaround,manypeoplearegettinghomeandtakingsome

timetorelaxbeforedinner.Weboughtmanycableearlyfringeunitstoreachpeopleatatimethatthey

arewindingdownfromthedayandlookingtorelaxwhilewatchingTV.Inadditiontothiswepurchased

manyearlyandlatenewsunitsinourspotcampaign.Ourtargetaudiencetendstokeepthemselves

constantlyintheknow,sotheyareverylikelytoberegularlytunedintothenews.Bythetimethe

weatherwarmsup,peoplespendlesstimewatchingtelevisionandmoretimeoutsideenjoyingthe

weather.Forthisreason,wedecidedtodecreaseournumberoftelevisionbuysduringMay,Juneand

July,allowingmoremoneytobespentonprint.

Internet

17

Ourprimaryaudienceincludesworkingprofessionalswhoareavidinternetusers.Livingvery

regimentedlivesleaveslittleextratimetowaitaroundonanything.Theypreferallinformationtobe

foundattheclickofamousebecausetheysimplydonothavetimetowaste.Ourprimarytarget,the

workingprofessionals,areconstantlyusingtheircomputersandsearchingtheweb.Intoday’swork

environment,thereisagrowinguseofsocialmediaforbusinessrelatedpurposes.Moreandmore

companiesarecreatingFacebookpages,Twitteraccountsandblogs.Infact,“JetBluewasthemost

widelyfollowednon‐mediacorporationasofFebruary2010,withmorethan1.6millionfollowers

(JettingtoGreenerPastures,pg.31).”Theneedforbusinessestobeconnectedisimportantin

maintainingcustomerrelations.Becauseofthis,manyprofessionalsarenowusingtheseformsofsocial

mediathroughouttheworkday,soitisagreatwaytokeeptheminformedaboutJetBlue.Bystaying

updatedwiththeseformsofsocialmedia,JetBluecangainmoreexposurewithouttheneedtospend

money.Someformsofinternetadvertisingthatwedidbuyincludekeywordsearches,website

sponsorshipsandinternettargetsites.Weplanonusingthespaceforbannersonfrequentlyvisited

websitesandkeywordslikecheapflight,airfare,andlowcost.Bypurchasingthesewefurtherincrease

JetBlue’sinternetcoverage.Whileinternetadvertisingpurchasesareexpensive,wecouldnotleave

themoutduetotheimportanceofinternettoourtargetaudience.Thesedaysthereisagrowingtrend

tobookflightsonlineasopposedtooverthephoneorthroughatravelagent.Itisaquickandeasyway

toplanavacation.ThepurchaseofinternetunitsallowsJetBluemorechancestobeseen,whichis

importanttokeeptheairlineattheonmembersofthetargetaudience’smindswhileonlinewherethey

arelikelytobooktrips.

Magazine

Withvisualimagerybeingsuchanimportantfactorofthecreativemessage,magazineadsare

anothercrucialcomponenttothemediastrategy.Magazineadsarebeneficialinthattheyallowfor

moreinformationtobeprovidedinthecopy.Whereatelevisioncommercialmayonlybeableto

includeaquickglimpseintotheadvantagesoftravelingwithJetBlue,advertisinginmagazinesisan

opportunitytoprovidemoredetail.Byusingmagazineswearealsoabletoreachourtargetaudienceon

anationallevel.Magazinesarealsoadvantageousinthattheyareoftentargetspecifiedsowewillbe

abletoadvertiseinmagazinesthataremorerelevanttoourtargetaudience.Wealsodecidedto

increaseourpurchasesofmagazineadvertisingspaceduringthewarmermonthsofMay,JuneandJuly.

WhilepeoplemaybemorelikelytowatchTVduringthewinter,inthespringandsummerpeopleare

muchmorelikelytobedevotingtheirfreetimereadingoutdoors.Wechosetobuyunitsina

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combinationofmen’sinterestmagazines,women’sinterestmagazinesandgeneralinterestmagazines.

Someofthemen’smagazineswillincludeSportsIllustrated,Men’sHealthandEsquire,whilethe

women’smagazineswillincludePeople,BetterHomes&Gardens,andInStyle.Thegeneralinterest

magazineswillincludeNationalGeographic,NewsweekandTime.Eachofthesemagazineswaschosen

basedonthefactthattheyallhaveveryhighreadershipandthereforewillreachalargenumberof

people.Withinthedifferentmagazinechoiceswewillalterthevisualsusedtobemoreattractiveto

readers.Forexample,inthemen’smagazinesthevisualswillincludethingslikerockclimbingorbungee

jumpingandinthewomen’smagazineswewillincludethingslikemassagesonthebeachandisland

sunsets.Thegeneralinterestmagazines,whichservetoappealtobothmenandwomen,willinclude

moreneutralimagerylikearomanticcandlelitdinneratafivestarrestaurantorafamilybuildinga

sandcastle.

Newspaper

Acommontrendamongthemembersofourtargetaudienceistostayuptodateoncurrent

events.Thesepeoplekeepthemselvesinformedaboutallthingsfromcurrentpoliticstostockmarket

updates.Thegoalofthenewspaperadvertisementswillbetoprovidemembersofthepublicwith

recentdealsandsavingstheycouldgetwhenbookingflightswithJetBlue.Whendecidingbetween

buyingadvertisingspaceinnationalnewspapers,localnewspapersorboth,wehadtoevaluatehowcost

effectiveeachwouldbe.Afterweighingtheprosandconsofeachplan,werealizedthatpurchasing

unitsinonlynationalnewspaperswouldbethemostcosteffective.Whileputtingadvertisinginlocal

newspaperswouldallowformorespecializedmessagebasedonthemarket,thecostwasjusttoohigh.

Ifwehadchosentobuylocalnewspaperunits,halfofourbudgetforeachmonthwouldbespenton

newspaperadvertising.Thisisjustnotcosteffectivewhenthatmoneycouldbespentinavarietyof

othermediavehiclesthataremorerelevanttothecampaign’screativemessage.Thelessexpensive

optionofadvertisingonlyinnationalnewspapersservestobothsavemoneyandreachalarger

audience.WechoseUSAToday,TheNewYorkTimes,andTheWashingtonPostasthebestnational

newspaperstoadvertisein,andplanonusinghalfpageblackandwhiteads.Theadvertisementsinthe

nationalnewspaperswillbelessregion‐specificandfocusmoreonJetBlue’sstrengthsintermsofprice

andservice.Themaingoalofthenewspaperadvertisementswillbetoinformalargeaudienceof

peopleaboutthebenefitsandsavingsoftravelingwithJetBlue.

Radio

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ThoughmanypeoplenowlistentoXMRadio,iPodsormixCDsintheircars,radioisstilla

relevantmeansofadvertisingandshouldnotbecompletelyignored.Withourprimarytargetbeing

workingprofessionals,wedecidedthatbuyingadvertisingunitsduringthemorningandevening

commuteswouldbethebestwayofreachingthem.Additionally,oursecondarytargetincludesmothers

whoarepotentiallydrivingtheirchildrentoschoolandthereforesusceptibletoradioadvertisement

messages.Radioadvertisementswillbe30secondspotsstatingsomeofthebenefitsoftravelingwith

JetBlueandwillbefeaturedonavarietyofdifferentstations.Wechosetofocusmainlyonmorningand

eveningdrivebecauseduringtheotherdaypartsthemembersofourtargetaudiencearelikelybusyat

work.Theradiounitsarecomprisedmostlyofspotadvertisingwithsomenationalbuysinthemonthof

Maytoencouragemoreimpulsivetraveling.Whiletheseradiospotsarenotthemostimportant

elementsoftheadvertisingcampaign,theydoplayapartinkeepingJetBlueonthetopofpeople’s

minds.

DirectMail

ThoughtheuseofDirectMailmaybeseenastediousandexpensive,itcanbeagoodwayto

sendamessagetoonlythoseinthetargetaudience.Becausethelistsusedwhensendingoutdirect

mailcanbetailored,JetBluewillbeabletodefinethetypeofpersontobeincluded.Wechosetouse

directmailpostcardsbecausetheyarecheaperwhilestillgettingthemessageacross.Theonlymonth

wheredirectmailwillbeusedisAugustwhenthesummeriscomingtoanend.Thesepostcardswillbe

usedasaremindertopotentialcustomersthatthereisstilltimetobookaflightwithJetBlueandget

thatonelastvacationinbeforesummerends.ItwilldetailthebenefitsoftravelingwithJetBlue

includingthequality,priceandguaranteedtiming.Thedirectmailwillbetheclosingadvertisingfor

JetBlue’ssummervacationcampaign.

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CreativeDirection

Inordertobeawardedtheadditional$1,000,000increativeadvertisingspendingwewillcreate

amixofcreativedirectionthroughtraditionalandnon‐traditionalmediavehicles.Thisiscrucialtoreach

theprimaryandsecondaryaudiencesmostefficiently.Becausethedynamicsofadvertisinghasevolved

rapidlyoverthepasttenyears,wewillincludeseveralnon‐traditionalmediavehiclesinourcampaign.

OneformwillbethroughtheuseofInternetblogging.Blogginghasbeenoneofthefastestgrowing

typesofsocialmediathroughoutthedecade.Outofthemillionsofbloggers,morethanhalfofthemare

marriedand/orparents.ThisstatisticgreatlyappealstoouradvertisingcampaignforJetBlue.Bestofall,

bloggingisfree.JetBluehashadtremendoussuccesswiththeiroriginalblogabouttraveltitled

“BlueTales,”butwewillcreateanalternativeblogthatdirectlyrelatestosummervacationdestinations.

InordertoincreasewebsitetrafficandboostsummervacationtravelwithJetBlue,theblogwill

showcasevariousconsumerinsightsaboutsummertravel.Traveltips,excitingdestinations,sillystories,

hotelsuggestions,funnyphotos,attractions,activitiesforthekids,andmorewillbeontheblog,aswell

asacountdowntosummer.Thiscountdownwillgetconsumersexcitedfortheupcomingseason,so

theywillwanttotakeadvantageofJetBlue’slowpriceairfare.Thiscountdownwillalsoappearon

JetBlue’sTwitterpage.Wewillalsoincorporatepromotionswiththeblog,likefreeflightgetawaysto

the1000thpersontopostatraveltiporphotoontheblog.

Anotherless‐traditionalformofadvertisingthathasbeenrecentlysuccessfulisYouTubevideos.

StatisticshaveshownthattheaveragepersonspendsaboutfifteenminutesonYouTubeeveryday.

Therefore,weplantoincorporateJetBlue’sservices,ideals,andamenitiesintoahopefulviralvideo.The

videowillbetothesong“Glamorous”byFergie.ThissongselectionappealstoJetBlue’sluxuryseating

andhigh‐classservicessuchasSatelliteTVoneachplane.Alinefromthechorusofthesongis“Weflyin’

firstclassupinthesky;flyin’firstclass,livin’mylife.InthefastlaneandIwon’tchangebythe

glamorous.”Thissongwillbetheonlyaudiointhevideoastheflightattendants,pilots,staff,and

customerswilllip‐singthesongasthecameratakestheviewerfromtheboardingzone,tothecockpit,

throughtheplane,andeventuallyendsatthebaggageclaim.Byusingvolunteercrewmembersas

21

actorsandanalreadyeasilyaccessibleairplaneandairportasthesetting,thisvideowouldbeverycost

effective.

Athirdformofnon‐traditionaladvertisingwouldbeanapplicationfortheiPhone.Thisnotonly

wouldhelpJetBlueentertheiPhoneapplicationworldamongstotherairlinecompanies,butitwould

serveasautilitytoolforcustomerstobookflightswithJetBlue.Itisavalue‐addedopportunityforthe

company.Theapplication’sprimaryfeatureswouldbetocheckintoflightsaheadoftime,bookflights

withease,andcheckthestatusesofallJetBlueflights.Eventually,wewouldusethedigitalbarcode

technologytoenableconsumerstousetheirSmartphoneasaboardingpasstoeliminatewaitinglines

andpaperwaste.Thebestwaytopromotethisapplicationwouldbetohighlightthatitisonelessthing

thatanadultinourtargetaudiencewithabusyschedulehastoworryabout.JetBluerepresents

convenience,efficiency,andluxury,whichisexactlywhatthisiPhoneapplicationservestopromote.

Andfinally,wewillupdateJetBlue’sFacebookpage.WhileFacebookdoesnotcostanymoney,

itisacrucialtooltoreachandinteractwithJetBlue’stargetaudience.Itwouldbebeneficialtotieinthe

blogconceptaswellasTwitterutilitiesintotheFacebookpage.Thisway,ifsomeconsumersareheavy

Facebookusersanddonotblog,theyhaveaneasyoutlettoaccessJetBlue’sblog.JetBlue’sFacebook

accountwouldfeaturearoundtheworldphotoalbumsthatpeoplepostofthesummervacationsthey

tookwithjetBlue.ThesealbumswouldincludepicturestakeninCancun,Barbados,Nassau,CostaRica,

Aruba,andalloftheotherexcitingdestinationsthatareincludedinJetBlue’stargetoffshoremarkets.

Peoplecouldcommentandvoteonwhosepictureswerethefunniestormostexcitingandattheendof

thesummerthewinnerwouldreceiveanexpensepaidweekendgetawaytotheJetBluedestinationof

theirchoice.

Allinall,theadditionalcreativeadvertisingbudgetwouldbeputtogreatuseinthiscampaign.

Themajorityofthefundswouldbeusedtocreatethemusicvideo.Thisvideowouldnotbeexpensive

becausethecastmembersandsettingwouldbefree.Theonlycostwouldbetheactualcostof

production.AdditionalfundswouldgotowardsbuildinganiPhoneapplicationandtheexpensepaid

vacationprizeonFacebook.UpdatingFacebook,tweetingandbloggingwouldrequirenofundswhile

stillservingtogetpeoplehypedupabouttravelingwithJetBlue.

22

NationalReachandFrequencyGoalsandEstimatedPerformances

(basedonMediaFlightPlan)

SpotReachandFrequencyGoalsandEstimatedPerformances

(basedonMediaFlightPlan)

Goals EstimatedPerformance

Month Reach(%) Frequency Reach(%) Frequency

February 70 2 69.5 2.0

March 60 2 60.4 1.7

April 60 2 61.9 1.7

May 70 2 71.7 2.0

June 60 2 61.4 1.6

July 60 2 61.0 1.6

Asillustratedabove,thelikelihoodofthiscampaignreachingourmediaobjectivesisveryhigh.Theestimatedperformanceinthenationalmarketaveragesat38%reachand1.4frequencyforeachmonth,farexceedingourreachgoalof30%andfrequencygoalof1.Inthespotmarket,wesetagoalof60%reachandafrequencyof2inMarch,April,June,andJuly.Theestimatedreachisexpectedtobeabovethateachmonth(60%,62%,61%,61%).Inthesemonths,thefrequencygoalsfallabitbelowourgoalof2(1.7,1.6),butfrequencywillincreaseonceconsumersareexposedtonon‐traditionalmedia.ForFebruaryandMay,goalsof70%reachandafrequencyof2wereset.Februarycameupjust.5%short,andMaysurpassedthegoalwith72%.Thefrequencygoalof2ismetforbothmonths.Clearlyourmediaplanislikelytomeetourmediaobjectives,andwiththehelpofnon‐traditionalmediavehicles,weexpecttogoaboveandbeyondourgoals.

Goals EstimatedPerformance

Month Reach(%) Frequency Reach(%) Frequency

February 30 1 33.6 1.4

March 30 1 35.6 1.5

April 30 1 36.5 1.4

May 30 1 47.1 1.5

June 30 1 37.9 1.3

July 30 1 37.9 1.3

23

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Peterson,BarbaraSturken.Bluestreak:insideJetBlue,theUpstartThatRockedanIndustry.NewYork:Portfolio,

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