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Jun 27, 2015
01 MANIFESTO 02 EXECUTIVE SUMMARY 03 PRIMARY RESEARCH 07 INTERNAL 08 MARKET/ENVIRONMENT 09 COMPETITION 11 CONSUMER 12 SWOT 13 KEY INSIGHTS 14 TARGET 16 STRATEGY 19 CREATIVE BRIEF 20 EXECUTIONS 29 TIMELINE 30 EVALUATION/EXTENDABILITY 31 BUDGET 34 WORKS CITED
As an airway, you catch people at one of their few static moments.
Its that in transit state when travelers are neither here nor there.
Whether they are headed to college for the first time, going on business to land that major deal, or going to take part at their sisters wedding, people come and go for a reason.
Their trip starts with you, and while its about the destination, its also about the journey of getting there.
Its about making that experience comfortable, simple, and dare we say, Fun.
EXECUTIVE SUMMARYTraveling is a unique experience. It allows for exploration and discovery of more then just destinations and cities, its a chance for the individual to explore their own wants and desires; perhaps even discover who they are. This feeling around travel isnt new. During the Golden Age of travel, Americans explored the skies in leisure, style, and sophistication. This time is gone. Travel today is too often about nickel and diming passengers and shoving as many people as possible into a single plane, all while rushing through to the next destination. Or it was until 2000, when JetBlue launched a new kind of airline. JetBlue differentiated from other airlines through sincere branding and honest care and consideration for their passengers, all with wit and charm. This has allowed for JetBlue to become a favorite airline for many travelers despite only being 10 years old! Air travel is sometimes associated with the stress of security, long lines, and baggage problems. With JetBlue, its easy for all of this to fade away and let an enjoyable, personal, and highly memorable experience emerge. Traveling is a frequent part of the targets lives: whether they are flying to and from college, going home to their parents house for holidays, taking vacations, attending weddings, doing business, or perhaps relocating. This is a group who demands the brands they interact with be personal, unique, and open to two-way communication -- all of which JetBlue already does. This campaign highlights how JetBlue is the fun airway to fly. With generous amenities, kind service, and distinct personality, flying JetBlue puts consumers in a positive mindset. Bringing this mindset to the people of Boston during their everyday lives will help place JetBlue into consumers immediate consideration set when booking travel, and solidify the airways position with the business traveler. This June, JetBlue and Boston are taking a unique trip together -- to the streets and minds of the Boston traveler.
Are you ready for takeoff?
WHO WE TALKED TO
Anne Joynt Director of Business Affairs, Arnold Worldwide
Troy Kelley Chief Digital Officer, Arnold Worldwide
David Gerzoff CEO, BigFish Communications
Paul McCaffrey Director of Permitting, City of Boston
Danny Levy Director of Strategic Communications and Marketing, MassPort
s To assess overall brand awareness and perception of JetBlue among Boston travelers. s To determine Bostonians travel habits, preferences, and views towards air travel.s To learn about the targets lifestyle and habits.
In order for everyday Bostonians to sincerely allow JetBlue into their lives, some crucial pieces of information first needed to be discovered. Atmosphere360 set out to understand where our target lives, works, and how they spend their time. More importantly, we sought to understand more about their relationship with air travel.
With this foundation in place, Atmosphere360 was able to direct our research efforts towards the information most crucial to JetBlues success in Boston and the relevance of this campaign with Bostonians.
We distributed a 27-question survey with a comprehensive selection of multiple choice, ranking, and open-ended questions. Our design allowed us to effectively and efficiently uncover intriguing insights. Our survey was distributed both online and in person to over a 120 respondents.
s OF RESPONDENTS TRAVEL BY AIR AT LEAST ONCE EVERY ONE TO THREEMONTHS AND TRAVEL BY AIR AT LEAST ONCE EVERY SIX MONTHSs OF RESPONDENTS MOST OFTEN TRAVEL ALONEs 4HE FOLLOWING FACTORS ARE MOST IMPORTANT WHEN BOOKING TRAVEL
1) Price of the ticket 2) Flight times that accommodate their schedule 3) Non-Stop flights vs. flights with a layover.
s 4HE LEAST IMPORTANT FACTOR WHEN BOOKING TRAVEL TO THIS TARGET IS the airline.
s "OSTONIANS ARE HIGHLY ACTIVE ON 4WITTER AND &ACEBOOK
When asked what their favorite airline IS RESPONDED
Top of mindsets were often separate and
different then favorite airline.
METHODOLOGYWe conducted focus groups to discover true and candid accounts of travel experiences and to learn how this target truly feels about travel while exploring the targets receptiveness to guerilla tactics.
s ! DESIRE TO EXPERIENCE *ET"LUE - I hear good things about JetBlue. Everybody says fly JetBlue.
s 5NIQUE SNACKS ARE AN IMPORTANT ASPECT OF THE TRAVEL EXPERIENCE - Participant one: I love Munchies. On JetBlue you can get the terra blue chips or munchies. Participant two: Oh cool!
s *ET"LUE IS KNOWN FOR THEIR PERSONAL AND EXCEPTIONAL CUSTOMER SERVICE - And he just switched the ticket. Which I didnt even know was possible. Just switched airports! On the same ticket.
METHODOLOGYIn a nontraditional approach, Atmosphere360 hit the streets to conduct man-on-the-street interviews with the target. We spoke with over 30 eclectic Bostonians to discover their top-of-mind airlines and to seek their off-the-cuff remarks on travel.
s 4HE TARGET DOESNT CONNECT JETTING TO *ET"LUE WITHOUT BEING PROMPTEDs 4HE *ET"LUE BRAND ALWAYS EVOKES A POSITIVE RESPONSE DESPITE HAVING
never flown with JetBlue, or not having flown JetBlue for many years. - Oh yeah, JetBlue. I never have but I would love to.
s 4HERE IS A SOLID KNOWLEDGE AND UNDERSTANDING OF THE *ET"LUE BRAND
The following are a sampling of respondent quotes:
s h)TS GREAT YOU HAVE YOUR OWN 46 "LUE #HIPS GREAT SNACKSvs h)TS COMFORTABLE 4HE STEWARDESSES ARE NICEv
Jetting seems more spontaneous. More just like hoppin in and going,
just last minute kinda great deal and you just jet off somewhere.
Where flying is more of a meditated vacation planning kinda thing.
METHODOLOGYTo explore the business travelers mindset in greater depth, we conducted in-depth interviews with area professionals.
s 4HEY PLACE HIGH VALUE ON THEIR TIME WITH NO TIME FOR LONGLAYOVERS OR flight complications. - JetBlue has good fares, but I have too rigid a schedule to take advantage of the deals.
s 4HE COMPLETE USER EXPERIENCE IS VALUED - I dont like American or United, I like JetBlue and Virgin cause they have TVs. - I do some of my best thinking on airplanes, and airlines overlook that. - I love for it to be something special.
s 4HEY HIGHLY VALUE HONEST COMMUNICATION - They are not honest. Just tell me. - All respondents shared stories of airlines not communicating to their satisfaction.
METHODOLOGYWe consulted with top executives in the Boston marketing community. Through these interviews we were able to pose direct questions concerning the legal parameters and concerns around guerilla marketing, explore the latest innovations in guerrilla and nontraditional tactics, and received expert advice on how to measure these programs.
s !NNE *OYNT $IRECTOR OF "USINESS !FFAIRS !RNOLD 7ORLDWIDEs 4ROY +ELLEY #HIEF $IGITAL /FlCER !RNOLD 7ORLDWIDEs $AVID 'ERZOFF #%/ "IG&ISH #OMMUNICATIONSs 0AUL -C#AFFREY $IRECTOR OF 0ERMITTING #ITY OF "OSTON
s !LWAYS CONSIDER HOW THE EVENT WILL CONTINUE TO LIVE ON AFTER YOU PACK UP and leave.
s 4HERE ARE ALWAYS POSSIBLE BACKLASHES ACCOUNT FOR ALL OF THEM AND circumvent them.
s -EASURE -EASURE -EASURE
You want to get them into the Customer
Relationship Managment programs travel in
general is CRM Focused. Troy Kelley
Constantly keep in mind the liability for the
company, potential public relations impact and permitting concerns.
Make sure you have a decent means to
measure the traffic you are driving.
OVERVIEWIn 2000, Americans needed an air carrier that provided low-cost fares, yet still went above and beyond consumer expectations. In February 2000, JetBlue filled that void BY LAUNCHING AT *&+ )NTERNATIONAL !IRPORT WITH !IRBUS !S
From the start, JetBlue has maintained a passionate focus on the costumer experience. Within each single cabin plane, passengers enjoy leather seats, personal DirectTV and XM Satellite radio, and free snacks and drinks all while their free first checked bag re