23 November 2016 | Routes with a large number of business travellers travelling back and forth on the same day for meetings are a very lucrative market for airlines.
Examples of busy business corridors include New York and Boston, Chicago, Washington, as well as Los Angeles and San Francisco in the USA, London and Amsterdam, Paris, Frankfurt in Europe, Tokyo and Osaka and Shanghai and Hong Kong, Beijing in Asia. Besides strong competition between airlines, these shuttle routes also face increasing competition from high-speed rail services.
We have reported before how Delta aims to increase frequent flyer loyalty on routes between New York and Boston, Chicago, Washington, as well as Los Angeles, San Francisco and Seattle by improving the amenities on the ground and on board.
Now JetBlue has set its eyes on the lucrative shuttle market. At the end of October, the airline lauched its first shuttle service between New York LaGuardia and Boston Logan offering 6 daily return flights.
Having stepped up competition in the transcontinental market in 2013 with its new A321 aircraft that feature the Mint Business Class, as well as amenities like an inflight snack station, JetBlue stated it plans to inject more competition into the Boston-New York airline ‘shuttle’ market, which is currently being dominated by Delta and American Airlines.
According to investment publication The Motley Fool, the airline shuttles have lost customers to rail travel since Amtrak debuted its high-speed Acela Express service between Boston and Washington in late 2000.
“Travel between Boston and LaGuardia is ready for a little JetBlue reinvention,” said Jamie Perry, VP Marketing, JetBlue. “For years, one of the northeast’s busiest travel routes has been plagued by high prices and a lack of creativity. Our Boston-based business customers and anyone who has been forced to pay up or make the long drive will love this new option.” Read full article »
By Raymond Kollau, airlinetrends.com
12 March 2016 | As the U.S. election season rolls onward, the rhetoric has become nastier and lines become increasingly divided, JetBlue’s latest ad is a tongue-in-cheek reprimand of the increasingly polarized American political environment and aims to show how far compromise and consensus can take you instead.
Reach out across the aisle
At the end of February the airline organized what it called a ‘social experiment’, offering 150 unsuspecting passengers the chance to travel on any of its 20 domestic or international destinations for free. But before they could take off on the trip, there was one catch – JetBlue asked strangers on the plane to “reach across the aisle” to make an unanimous decision, meaning every single passenger had to agree on the destination before their six-hour flight from Boston landed in Phoenix.
A four-minute video (over 1 million views) documenting the micro event shows passengers discuss – should they go domestic or international? What if they didn’t have passports? – and vote, with some passengers even taking to the intercom to espouse the merits of their favourite destination.
The options were eventually narrowed down to Costa Rica and Turks and Caicos Islands, with Costa Rica emerging as the winner after 90 minutes. As the announcer says at the end of the video, “If people compromise and come together, all parties can win.”
“JetBlue is one of those brands that is very comfortable being involved with the bigger conversation,” MullenLowe executive creative director Tim Vaccarino told Adweek. “This being one of the most polarizing political climates in history, we saw an opportunity to make a comment about what’s truly possible when we all work together.”
“We’ve seen so much news coverage lately that paints the picture of a society becoming increasingly polarized and politicians incapable of working together,” said Elizabeth Windram, the airline’s director of brand management and advertising. “This video is our way of questioning that assumption.”
By Ryan Ghee, Future Travel Experience
28 January 2016 | JetBlue has announced a major A320 cabin restyling, which will include the introduction of what it calls a “fully connected in-seat experience.” New 10-inch, high-definition, Internet-enabled in-flight entertainment (IFE) screens, more than 100 live television channels and in-seat power outlets and USB ports are among the key features.
Android-based ‘connected’ IFE
JetBlue becomes the first airline to sign up for the new streaming television IFE system from Thales – called STV+ – which is built on the Google Android platform. The carrier said in a release this opens “unlimited possibilities for custom app and widget development, live content streaming, audio-and-video-on-demand, and personal device pairing.” In addition, the IFE system offers access to content stored locally on the aircraft.
The new IFE experience represents a major upgrade to the existing standard-definition, 5.6-inch screens and 36 channels of live DirecTV that can currently be found on JetBlue’s A320s.
Passengers will also have gate-to-gate access to the Fly-Fi connectivity service, meaning they can browse the Web and even stream movies on Amazon Prime before and during take-off and after landing.
The cabin redesign will also incorporate a number of features introduced on the A321s in 2014, including the B/E Aerospace Pinnacle seats with moveable headrests and LED cabin lighting. The reconfigured A320s will feature 162 seats – 12 more than at present – but the carrier will maintain a 33-inch pitch. Airbus’ Space-Flex v2 galley and lavatory module will also be introduced on the A320 and A321 all-core aircraft. Read full article »
This case appears in the August 2015 edition of the Airline Marketing Benchmark, a monthly report by airlinetrends.com and Simpliflying that identifies the latest innovative marketing campaigns recently launched by airlines around the world. Learn more »
25 August 2015 | JetBlue has extended its social responsibility initiatives with a pilot program aimed to close the literacy gap in a low-income town by providing vending machines that give out thousands of free books to underprivileged children. A selection of 12 books rotates every two weeks, offering up to 42 different titles through the summer.
The airline teamed-up with publishing company Random House to place three vending book machines around the low-literacy neighbourhood of Anacostia, in Washington, D.C. which was chosen to launch this program after a study commissioned by JetBlue found that the Anacostia section of D.C. is a large ‘book desert’, leaving residents little or no access to purchase age-appropriate children’s books. According to city school data, the area sees less than 25 per cent of its middle schools (for children aged between 11-15) able to ready at grade level.
The kiosks have been placed at a Salvation Army’s community center, a Safeway store on Alabama Avenue and near the entrance of a Baptist Church.
To help their children enjoy their books, parents can opt-in to an SMS campaign that offers reading tips, as well as updates when the vending machines are re-stocked with fresh selections.
“Innovative solutions that involve and engage the community is necessary to combat the current summer slump that happens especially in underserved communities,” said Icema Gibbs, JetBlue’s director of corporate social responsibility. Read full article »
This article first appeared on Future Travel Experience
22 February 2015 | JetBlue has become the first airline to accept payments via Apple Pay for onboard purchases, including certain food and beverage products and ‘Even More Space’ seat upgrades. Passengers with an iPhone 6, iPhone 6 Plus, or an Apple Watch – which will be launched in the US shortly – will be able to make use of Apple Pay, which offers secure, Near Field Communication (NFC)-enabled contactless payment using an Apple device.
Commenting on the development, Marty St George, SVP Commercial at JetBlue said the carrier has decided to embrace Apple Pay in response to the fact that “customers want an easy and fast transaction when they decide to make an on-board purchase so that they can get back to enjoying their flight.”
Apple Pay began appearing on select JetBlue transcontinental flights from New York to Los Angeles and San Francisco in mid-February and will be available on all JetBlue services by June 2015. Later this year, Apple Pay will also be added to JetBlue’s app.
To enable Apple Pay onboard, JetBlue has equipped more than 3,500 flight attendants with iPad minis and NFC-enabled cases. The iPad minis will also be loaded with the carrier’s Inflight Service Assistant app, which provides access to customer manifest and real-time flight data, and also makes its easier for crew to identify TrueBlue and Mosaic loyalty members.
“JetBlue has always stood out because our crewmembers care about our customers,” said Joanna Geraghty, Executive Vice President, Customer Experience, JetBlue. “By giving crewmembers thoughtful ways to use technology, we can support an even more personalised onboard experience with a perfect partnership of high tech and high touch.”
Video of how paying using Apple Pay on JetBlue flights works here.
This case appears in the November 2014 edition of the Airline Marketing Benchmark, a monthly report by airlinetrends.com and Simpliflying that identifies the latest innovative marketing campaigns recently launched by airlines around the world. Learn more »
9 November 2014 | JetBlue is putting its own twist on the concept of “paying it forward,” in a social media-driven initiative called “Fly it Forward” (video here). The program sends one ticket on a never-ending trip around the JetBlue network, aiming to enable people to fulfill a dream or make a meaningful humanitarian impact on the world.
The airline started the long-term campaign by awarding one free JetBlue ticket to several deserving individuals involved in humanitarian efforts, then let that person select another deserving recipient of a free ticket, and so on and so on. Or as the Creativity Online website nicely summarizes the generous concept: “JetBlue is turning an airline ticket into a chain letter of human goodness.”
The first Fly It Forward ticket recipients, shown in this heartwarming video (1.2 million views of YouTube so far), include Tameka Lawson, who represented her Chicago non-profit I-Grow at a UN conference in New York, and Louis Elneus, whose organization Haiti Lumiere helped build the first public library in his home country of Haiti.
These initial recipients were found and picked by JetBlue employees, and now the airline is asking people to submit their own nominations for the next people to get the ticket, through the Fly It Forward microsite and social channels using the hashtag #FlyitForward.
By Jonny Clark, TheDesignAir
6 October 2013 | In order to attract premium yields from business travelers, competition on transcontinental routes between New York, Los Angeles and San Francisco is fierce with all major national carriers on the route trying to find their point of difference and fight for the heavy traffic between the three hubs.
New York-based JetBlue is also joining this transcontinental ‘arms race’ with dedicated sub-fleet of 11 brand new A321s. After a sneak peek of the airline’s new A321 cabin a few weeks back when they launched a first video, the airline has shared more details of its new transcontinental premium product, called Mint.
Starting at a mind-bending USD499 one way, JetBlue has managed to surpass our expectations yet again with the fare being yet another reason to fly with the airline. Said JetBlue Chief Executive Dave Barger in a statement: “Mint is stylish service minus all of the stuffiness often associated with the traditional front-of-the-cabin experience. JetBlue is truly all about serving the underserved, the customer who wants to enjoy first-rate service at an exceptional and affordable fare.”
The Mint seat
JetBlue has invested in both Business and Economy, with the coach section featuring slim-line seats, larger touch-screen TVs, as well as an extra legroom section. The big showpiece though is the ‘Mint’ Business Class product, a first for what is fundamentally a low-cost carrier. The Mint cabin features 16 fully lie-flat beds up to 6′ 8″ (203cm) long with rows 1 and 3 featuring a 2 x 2 seating and rows 2 and 4 having a more private 1 x 1 seating configuration with closing doors.
The private sliding door idea is a nice little touch, especially on the single solitary seats as it makes the 2nd and 4th rows much more appealing and sort after as a solitary traveller, although we feel the sliding doors are more a sales gimmick that practical elements a traveller really actually requires on a 5-6 hour flight.
Read full article »
By Jonny Clark, TheDesignAir
6 August 2013 | JetBlue, New York’s ‘homegrown airline’ has released on their video channel a sneak peek of what we can expect on their new fleet of A321′s coming out in 2014, which will be flying the transcontinental East Coast – West Coast flights, competing with the likes of American, United, Delta and Virgin America who have all lifted the quality of product for the 5 to 6 hour trek.
The airline has invested in both business and economy, featuring slim-line seats, with larger touch-screen TVs, and still maintaining their extra legroom seating. Whilst this is just an artists impression (more images here), the detail seems fairly accurate, and we can see the headrests will be fairly slim too. Perhaps lowering the comfort of their seats, they can up-sell their amenity packages of pillows and blankets.
The big showpiece here though is the new Business Class product. A first for what is fundamentally a low-cost carrier. 16 private suites in 4 rows, rows 1 and 3 featuring a 2 x 2 seating and rows 2 and 4 having a more private 1 x 1 seating configuration. The Thomson Vantage full flat seats are a similar product to that seen on international carriers such as Delta and Brussels Airlines.
The private sliding door idea is a nice little touch, especially on the single solitary seats, however, on the dual seats, you lose out on this feature. Making the 2nd and 4th rows much more appealing and sort after as a solitary traveller. We feel the sliding doors are more a sales gimmick that practical elements a traveller really actually requires on a 5-6 hour flight. The inconsistency of the product in business class may also work against the carrier, as someone who flies in the private suite and then is only offered a regular business class seat may decide to decline the purchase and move to a differing carrier. Only time will tell…
By Raymond Kollau, airlinetrends.com
22 October 2012 | Following Virgin America’s initiative to allow passengers to register for the upcoming US presidential election while up in the air, rival ‘no-frills chic’ airline JetBlue has launched a new campaign that is based on the outcome of the US election.
The new campaign, created with Boston marketing agency Mullen, is titled ‘Election Protection’ and plays into Americans’ proclaimed desires to “leave the country” if the presidential candidate they support does not win. For this, JetBlue has pledged to give out 2012 free seats (1006 roundtrip flights) to international JetBlue destination of choice for participants whose candidate-of-choice does not win the election.
The ‘Election Protection’ website, open for participation through November 5 (one day before the election) prompts visitors to watch a video and subsequently choose the emblem of the party they support in the elections, as well as their international JetBlue destination of choice should the election results not be in their favor.
The ‘Election Protection’ website also offers a real-time ‘heat map’ of customers’ preferred destinations, as well as how each candidate is doing by state. All of those who submit their candidate choices through the website are automatically entered into the contest and winners will be drawn at random on November 7.
“We’ve all heard it said before: if my candidate does not win, I’m leaving the country,” said Marty St. George, senior vice president marketing and commercial strategy for JetBlue. “Fun is one of our five founding values, and in this spirit we decided to give people a chance to recover from the political noise and follow through on their claim to skip town if their candidate comes up short.” Read full article »
27 April 2010 | Launched as an environmental awareness event in the United States in 1970, Earth Day is celebrated each year on April 22 as the birth of the environmental movement. Today, mainly in the U.S, Earth Day is a day to think about the actions people can take to help protect the environment.
In this spirit, JetBlue has kicked off its ‘One Thing That’s Green’ campaign on Earth Day. For the second year, the airline asks customers, crewmembers and communities across its network to join together in pledging to do ‘one thing that is green’ to protect the environment. The carrier says that just by making small changes to daily habits, such as turning off the water when brushing ones teeth, everyone can help make the world a greener place. This year, JetBlue’s own One Thing That’s Green pledge is a donation of one tree to Carbonfund.org for each of its 12,000 crewmembers to further offset carbon emissions.
Read full article »
Picture courtesy of Paolo Mello
9 December 2009 | JetBlue has opened a temporary holiday ‘pop-up store’ in New York City’s trendy Meatpacking District, as part of its new tongue-in-cheek advertising campaign: ‘Flyer’s Collection’. Continuing the holiday 2009 trend of pop-up shops that don’t sell anything (see eBay and Wired), the storefront at 48 9th Avenue features physical samples of the ‘Flyer’s Collection’ products: gimmick items that JetBlue says travellers need to help cope with flying on other airlines. The products on display include ‘leather in a jar’ (to compensate for uncomfortable cloth seats on other carriers), a ‘knee-jockey apparatus’ (to make up for the lack of legroom), ‘depth goggles’ (to make the seat in front seem farther away), and the ‘Yumbro robot’ (to dispense free snacks). Other fun products are a ‘seatback siren’ (to alert those behind you when you plan to recline), a ‘luggage suit’ (to avoid paying baggage fees), and ‘Sounds of Jetblue’ cd’s.
The JetBlue pop-up store is basically a 3D version of the airline’s advertising campaign. You can’t actually go in the store, and it has got a small text down at the corner of the window, that says: “The products shown are fictional and not offered for sale.” Jetblue has also printed a six-page glossy fake holiday catalogue, and distributed 35,000 of them to mostly business travellers via a network of 2,300 New York town car transportation companies, which mostly go to and from the city’s airports. The catalogue is also accessible on JetBlue’s Facebook page. When clicking on the ‘buy now’ button, the page displays a message saying it’s out of stock due to high demand and suggests the option of going to JetBlue.com instead to experience the real thing.