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Posts Tagged ‘JetBlue’

JetBlue Unveils Plans To Make People Unhappy

jetblue tweetJetBlue has unveiled the details of a plan that intends to make no one happy it seems, except investors. Starting in 2015, the company will start charging for the first checked bag for certain fares. Also, by 2016 there will be five percent less legroom as the airline plans to add 15 seats to planes. (Though, at 33.1 inches, that’s still more than some other airlines, JetBlue says.) And there will now be different classes to separate passengers: one at a “basic fare” that wll include that aforementioned baggage fee; and then two higher classes that will include the free bag and other perks (but will cost more for the ticket).

Basically, JetBlue is moving to become more like other airlines, which will impact their messaging. How do you stand out when you’re doing the same thing that other companies do?

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10 More Dumb MLK Day Marketing Posts

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Yesterday our own Shawn Paul Wood provided you with a few good examples of terrible marketing ostensibly created to “honor” the Rev. Dr. Martin Luther King, Jr. on his own day.

As Arik Hanson notes in a well-considered post today, quite a few brands like Starbucks, Delta, Google and Macy’s did their jobs well by keeping it sober and respectful, because it’s really that simple. Here’s a good one from JetBlue:

On the other hand, some social media copywriters learned nothing from Hennessy’s poorly worded pitch, and we’d like to share some more of them with you because that’s how we do it…

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Airlines Now Want You to Instagram Your Flight

Instagram users: what’s a more obvious photo subject than your brunch, your baby, your half-drunk friends or the landscape near your house at sunset? Apparently the answer is “views from a plane”, because today Digiday tells us that two airlines saw a big marketing opportunity in new FAA regulations allowing for the use of portable devices throughout every flight.

Delta and JetBlue are both promoting the hashtag #below10Kfeet, the point being that pics taken below the clouds are a hell of a lot more interesting—and now you don’t have to wait until the plane hits the 10K mark to break out the iPhone.

Delta went more aggressive out of the gate, turning the tag into a contest in which the best photographer will win two first-class tickets to anywhere within the US. But we prefer JetBlue’s way of showing us why the development matters:

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It’s true! But don’t you dare try to raise the price on window seats…

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JetBlue’s Premium Service Rollout Strategy: ‘Don’t Call It First Class’

jetblue-mint-serviceWe’ve been watching JetBlue‘s “Mint” service rollout campaign with interest this summer because it makes for a great case study in brand messaging.

The basics are these: JetBlue has, despite some colorful incidents, established a reputation as the “we all fly coach” airline for the little guy—an image reinforced by clever “we get it” stunt campaigns. The Mint offering toys with that equation by giving certain passengers on certain cross-country flights (New York to LA and, later in 2014, NY to San Francisco) a “premium experience”, but during the rollout, JetBlue’s comms team has taken every opportunity to remind the public and the media not to call it “first class.”

The web copy is telling:

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10 Brands That Do Customer Service Right on Twitter

Here’s an interesting fact: 30% of top brands now have “dedicated customer service Twitter handles”. This makes perfect sense, right? Customers value great service above all else, they love the instant gratification of social media and they really, really hate waiting for reps to pick up the phone. Also: by establishing separate Twitter handles for customer service, brands can “divert negative attention and activity” away from the primary feed.

So what goes into running a great customer service operation in the twittersphere? In order to find out, we poked around and found ten examples of brands that are doing it right, starting with some of the biggest.

1. Nike Support: This one is pretty much the gold standard. A quick glance at the account with all replies shows you how quickly and how often the feed’s managers respond to individual customers.

2. Xbox Support: Xbox boldly claims to hold the Guinness World Record for “most responsive Twitter feed”–and based on the number of replies their team posts every minute, we can see why they make that claim.

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Spin the Agencies of Record

JetBlue has chosen Rokkan as its lead digital agency after six years with with Huge. A Huge spokesperson tells Ad Age that the split was a mutual decision. Rokkan has worked with Virgin America and has a number of other travel clients.

Bosch China, an automotive, consumer, and industrial tech company, has chosen Ruder Finn for four business units – two in the automotive area, the corporate unit, and the power tools group. The firm worked with Bosch China for the opening of its new Shanghai headquarters earlier this year and its efforts at the Shanghai Auto Show. [via Holmes Report]

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L.A. Transportation Authority Says Warnings Deflected ‘Carmaggedon’

Many Los Angelenos expected the weekend closure of the 405 freeway to cause “carmaggedon,” bumper-to-bumper traffic like the world has never seen.

Instead, things went off without a hitch, and the Los Angeles Metropolitan Transit Authority says that’s because it gave drivers ample advanced warning, including signs on freeways and even some help from celebrities like Ashton Kutcher on Twitter. Mayor Antonio Villaraigosa called it “carmaheaven.” Gizmodo has a kind of eerie three-minute video showing the empty stretches of highway (also available after the jump).

JetBlue even managed to get a little PR out of the closure, offering $4 flights from Burbank to Long Beach.

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JetBlue VP of Corp Comms Departs

First on PRNewser: A JetBlue Airways spokesperson has confirmed that Todd Burke, VP of corporate communications, has left the company. JetBlue said via e-mail that Burke left “amicably” and no new position has been posted.