jetBlue Vacation Travel - Sarah the Creative · PDF file06 jetBlue’s Media Mix The main spending in jetBlue’s media mix come from the non-traditional sections of outdoor and internet

Now’s

Not The

Time ToSettle

jetBlue VacationTravel

TABLE OF CONTENTS

01

Executive Summary

Situation Analysis

Brand

Competition

Target Audience

SWOT

Le Big Idea

Table

Contents

of

Table

Contents

of

02

Creative Brief

Media Objectives & Strategies

Appendix (See Kidney)

Budget

Geography

Timing & Schedule

Media Buy

Kidney

Executive Summary

03

Executive

Summary

jetBlue Airlines is a low-budget airline focused on both competitive pricing and providing a higher quality flying experience than their competitors. This is shown through features like better quality meals and televisions in all seat headrests. While jetBlue traditionally focused on business travelers, they have begun offering flights from several major cities to vacation destinations through its “jetBlue Getaways” pro-gram. Past advertising focused on heavy use of both online ads and outdoor adver-tisements with selected use of other spot advertising. While jetBlue’s past ad spending is competitive with competitor Virgin Airways, it pales in comparison to major com-petitor SouthWest Airways.

We propose a primary target audiences of adults age 25-35. These young professionals are financially well-off despite being early in their careers. While this group has the financial resources to take vacations, they often choose not to travel in order to focus on work. This group is highly motivated and just on the cusp of settling down down into a more structured domestic life. They may be single or dat-ing and likely have flown jetBlue in the past during business travel.

The Bold aims to raise people’s awareness that jetBlue is more than just a business airline and also convince young professionals to travel before they become too tied down with a new family and home mortgage. We want to accomplish this by increasing passenger seat miles by 5% on select flights to vacation destinations. We propose an integrated campaign consisting of internet advertising, outdoor ads, and spot advertising on television, radio, and in magazines. These ads will play-fully tackle the idea that “before you settle down with a family and a mortgage, let jetBlue take you on the vacation you’ve always dreamed of. Now’s not the time to settle.” We will obtain 1,5546 GRP’s through traditional media with a budget of $7,5750,200 and additional number of GRP’s through a ~$4,500,000 budget of internet advertising and outdoor placements.

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Situation

Analysis

Situation Analysis

BRAND ANALYSIS

Marketing Objectives and Strategies

Having worked its way into the Major Airlines category, jetBlue estab-lished an image of quality air travel for reasonable prices. The airline remains a smaller competitor in this frame of competition, vying for vacation travelers against air travel giants. In order to compete for vacation travelers, jetBlue seeks to increase passenger seat miles on select US flights by 5%. Further, the airline aims to pull new consumers from the herds of vacation travelers who flock to larger airlines during peak travel months, thus increasing jetBlue’s share of vaca-tion travelers by 5% over last year.

The Product

jetBlue Airways is a low-cost airline that promotes not the lowest price out there but high quality service for a slightly higher price. It believes that comfort should not be sacrificed for a low cost and takes pride in the extra legroom, individual TV sets and leather seats it provides for all of its flyers. The carrier is available for service in about 55 cities in more than 20 states and in Mexico, Colombia, and the Caribbean.1 Customers purchase jetBlue tickets consistently throughout the year, but ticket sales peak around holidays or vaca-tion times. This is because the two main purposes for riding the plane are for business trips, which stay mostly constant, and for vacation, which brings in a high volume of traffic around holidays.2 jetBlue does not make much advertis-ing effort on television but primarily puts its focus on internet and outdoor advertising. The carrier also does significant amount of advertising in consumer magazines, local newspapers and local radio stations.3

Brand

05

Situation

Analysis

Category

We defined jetBlue’s category as a low-cost airline,4 due to their lower prices compared to major airlines. This decision was further enforced in a quote by jetBlue senior vice-president for marketing and commercial strategy Marty St. George who told the New York Times “We’re a low cost airline.”5 This puts jetBlue into a category with other low cost airlines Southwest and Virgin airlines.

Economic and Societal Trends

With the economic recession beginning in 2008, people are taking harder looks at unnecessary expenses, like vacation travel. People are shifting away from taking international vacations and are looking at alternative vacations, like travel-ling regionally and being a local tourist. In response to the recession and lowered demand, average domestic fares are decreasing and have been for several years.6

With this lowered fare and the slow turn in the economy, people might be more motivated to take the bigger vacation, but they are not fools. Now more than ever, people are more concerned with getting the most for their money. Airline complaints have risen over the past two years – people are taking harder looks at what exactly they’re getting for their money and they’re more vocal about their problems.7 With the expansion into social media, people have more of a platform than ever, and they’re willing to fight back.

Brand

06

jetBlue’s Media Mix

The main spending in jetBlue’s media mix come from the non-traditional sections of outdoor and internet advertisements. The next big section of their media plan is split between two forms of spot media, local radio and local newspaper. The final areas of spending come from national radio and national newspaper with very limited amounts allocated for local magazines and business to business advertising.

Situation

Analysis

Brand

07

COMPETITIVE ANALYSIS

Analysis of Competitive Landscape

In general, major airlines have an advantage over jetBlue, in terms of brand awareness, revenue and coverage. The economic recession has forced companies to change their way of doing business, from lowering fares to cutting quality. People are turning to alternative forms of vacation other than interna-tional travel, such as cruises and regional tourism. As a low-cost airline, jetBlue faces direct competition from Southwest and Virgin Airlines and indirect competi-tion from alternative vacations, such as cruises and local tourism. Even though jetBlue is outspent in media and drowned out in share of voice, jetBlue has the advantage when it comes to budget for quality, customer service and adaptation.

Situation

Analysis

Competition

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Of the direct competition, Southwest carries the largest Share of Voice at 84%, while jetBlue and Virgin compete for the remain-ing 16% and focus spending online.

84%SOUTHWEST

Virgin7%

jetBlue9%

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Primary Competition

The primary competition for jetBlue are two other low-cost airlines Southwest and Virgin airlines. Between these three low-cost airlines, Southwest dominates share of voice with an impressive 84% of total ad spending. Much of this marketing however is spent on television advertising with 59% of their total marketing budget spent on Network advertising and 17% spent on Spot advertising.8 This differs strongly from Virgin airlines, which spends a whopping 74% of their advertising budget on internet ads, no money on network adver-tising, and less than 1 percent of their budget on spot advertising.9

Besides the media utilized, seasonality also varies widely between the airlines. Southwest utilizes a more even mix of around 10% advertising per month, however January and October are notably higher, while February, April, July and August are much lower at between 3-5% total spending.10 Virgin air-lines on the other hand spends extremely heavily in May and June, using 48% of their total budget. Spending for September through April remains below 7% each month.11

Situation

Analysis

Competition

Southwest Recent IMC

The most recent ad campaign by Southwest was the “Business Travel Challenge” from the GSD&M. The campaign featured campy spots done is the style of the television show “WipeOut.” Each ad humorously focused on how Southwest makes flying easy and cheap for business travelers with no bag fees, easy to use reward points without blackout dates, and no change fees on flights.12

Situation

Analysis

Competition

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Virgin Recent IMC

Virgin airlines most recent campaign was titled “Experience” and was created by the San Francisco based agency Eleven.13 The campaign features a slick interactive website, which showcases Virgin’s “tech and design-driven in-flight-experience.”14 The campaign features Virgin “fre-quent flyers,” made up of Silicon Valley entrepreneurs like Pitchfork founder Ryan Schreiber. The website also shows off Virgin airline features like the ability to watch live tv in every seat, on demand food and drink ordering from your chair, leather seats, which are 2” wider for center seats, and the ability to access wifi in the air.

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Situation

Analysis

Competition

10

Situation

Analysis

Competition

11

Secondary Competition: Cruise Lines

jetBlue must consider cruise lines a secondary competitor for foreign vacation travelers. Carnival Cruise Lines holds a considerable share of the cruise line market and offers travel experiences comparable to jetBlue’s more exotic destinations, such as Aruba, Barbados, Nassau and Cancun.

In two ad spots from 2012 Carnival targets domestic vacation travelers, offering an enjoyable relaxing travel experience. While their product is fundamentally different than jetBlue’s their demographic targets in these ads are the middle-age, middle class repeat vacation travelers that jetBlue flights appeal to.

Though only 5.5% of the US population travels abroad via cruises,15 30.2% travel domestically via car.16 Potential jetBlue consumers rest within that 30.2% as well, and Carnival’s pitch of a relaxed travel experience could siphon them off the road and onto the water.

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Situation

Analysis

Competition

12

Facebook and Social Media

Social media is becoming more and more critical in today’s society. Facebook likes are rapidly becoming a more important measure of how popular a brand or company is than anything else. In understanding the competition surrounding jetBlue, it’s important to understand where the competitors lie in the realm of social media. For this, we focused on jetBlue, Southwest and Virgin America.

In terms of number of likes, Southwest surpasses all others at ~3.2 million likes17 while jetBlue has ~648,000 likes18 and Virgin America has ~277,000 likes.19 So from pure Facebook likes, Southwest should be the most popular brand.

However, it’s not just pure likes that determine how popular or well-liked a brand is; there are several other factors. For example, company response. In the first ten most recent posts by other people on each company’s timeline, Southwest had re-sponded 0 times,20 Virgin had responded three times21 and jetBlue had responded one time.22 From this, you could concur that Virgin should be the most well-liked because they respond to people the most.

Another factor is the general use of Facebook by each brand. Virgin’s Face-book is mostly information about company deals and general travel tips.23 Southwest’s Facebook is mostly about other things that Southwest, as a company, is doing like charity work, etc.24 jetBlue’s Facebook is mostly about new international destinations and new developments to their company.25

Each company approaches Facebook in their own way and each company has room to improve. Facebook is becoming more and more crucial as the digital age continues and it will be the company that can adapt the quickest that will come out on top.

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Situation

Analysis

Target

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TARGET AUDIENCE ANALYSIS

Segmentation

We first segmented for consumers who index well or marginally well for heavy travel, and cross referenced these markets for groups that are more likely to fly with jetBlue. This indicated led to a primary consumer base of tech savvy, professional, 25-34 year olds.26 We found jetBlue to have a weaker index in the Pacific, though the region indexed quite highly for heavy travel compared to other regions, and we will address this in strategy.27

Demographic

Working, professional men and women, between the ages of 25-34, who make an income of at least $75,000 are the ideal target for jetBlue vacation travel.28 These “Young Acheivers” index slightly higher for being single or childless, this isn’t necessar-ily the case.29 They are equally likely to either rent or own their own home and their population concentrates in cities with jetBlue airports (e.g. Boston, San Francisco, New York and Phoenix). 30 The maps on page 14 detail this.

Aud.

Situation

Analysis

14http://www.foggybottom.claritas.com/SegmentsPDF/1027/maps/map_23.jpg

Population concentration for one segment of Young Acheivers’ households

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Target

Aud.

jetBlue Airport Hubs in the US

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Situation

Analysis

Target

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Psychographic & Media Usage

Our main target group consists of adventurous people who enjoy and are financially capable of trying new things in life. These are innovators and opinion lead-ers who other people find intelligent and dependable.31 They like to do some research before making a purchase,32 and once they see a new product they like, they are not afraid to try it out.33 Friends go to them for advice on new product purchases because they can speak from experience.34 Young Acheivers are also tech savvy.35 They like to be the first to try out the new Samsung Galaxy S3 or the iPhone 5. This tech savvy group includes the heaviest magazine, newspaper and internet users but not many heavy TV users.36 They also have Wi-Fi at home and connect to the internet on their cell phones.37

Aud.

Situation

Analysis

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Target

Aud.

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Persona

Phiona’s a savvy professional. She’s been dealing with office stressors for years. There’s always someone there to second guess her decision and always another deci-sion to make. She found that life on the West Coast is for her and doesn’t mind the LA commuter traffic, so long as she can call Santa Montica home. She tak es pride in her work and though she got caught up in the business world, Phiona never completely lost the wanderlust of her teen years. As much as she’d like to see new places, traveling is one of those things she just never has time for anymore, and it’s next to impossible to line-up her vacation days with her friends’. So instead of saving for trips, Phiona finds herself splurging on some little item or another, a gourmet meal or a sundress, at the end of most weeks.

Just because she splurges doesn’t mean she’s not wary of cost, though. Her frugal habits from her college years have carried over to some degree, and while she loves having new gadgets, she’s wary of price. She hunted for and found a great deal on her Prius and values how much it saves her on gas. If she’s going to travel, she wants the whole experience to be enjoyable and as cheap as possible. Phiona loves her family. A lot. She loves her parents, their dogs and even Uncle Thorp’s recycled stories. She loves to visit them. But she’s ready to find a vacation experience that doesn’t smell like a kennel.

Situation

Analysis

SWOT

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SWOT ANALYSIS

WSO T

- Offer first-class for less- Fewest deplanings, treat customers better than most airlines

- Not always the cheapest flight- Fewer airports than competitors- Low brand awareness

- Index well with consumers who like to travel- Potential to convert jetBlue’s business travelers to vacation travelers- Established as a fun brand, excellent social media presence

- PR scandals- Southwest advertising- Virgin Airlines, in terms of media presence

Situation

Analysis

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The Challenge

Breaking through the clutter of other brands and distinguishing jetBlue as a direct competitor for Southwest and Virgin Airlines.

The Key Consumer Insights

• Young Acheivers feel they deserve a break and want to travel like they dreamed of as teens.

• Young Acheivers feel they deserve a first class experience for coach prices.

• Young Acheivers want to travel while they aren’t tied down with families and kids.

Keys

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LE BIG IDEA Our analysis of the company, market, product, competitors and target audience have all led us to this simple fact: people who should and can be taking vacations are not taking them. So we had to ask ourselves why. Why, if you could, both money-wise and time-wise, take a well-deserved vacation, why wouldn’t you? When we couldn’t come up with an answer, we turned to our target audience.

We talked to 6 people, ranging from ages 25 to 30 to figure out what the problem was. When asked why they are currently not using up their vaca-tion days, we got a variety of answers.

Our primary research led us to the realization that Young Achievers see themselves as very hard workers and are very focused on their careers. Humor-ous ads resonate with them and they think they’ll have the opportunity to travel more frequently in the future. Earlier, however, these same respondents mentioned they were financially capable of traveling, but wouldn’t due to pro-fessional concerns. There appears to be a disconnect there.

We needed something to remind people that not only was the time to take their ideal vacation now, but jetBlue’s superior quality makes it the only airline that can truly deliver. They have the money, no matter what their bank would like them to believe. They have the time, no matter what their bosses would like them to believe. And right now life is moving fast. Pretty soon, they’ll be tied down with spouses, houses, dogs, kids, cars and PTA bake sales.

But how to make them see things the way we do? How to remind that this is the time to take the best vacation of their life, right now, before things get complicated. After much debate, and some creative inspiration, we found the message that tied it all together.

Before you settle down with a family and a mortgage, let jetBlue take you on the vacation you’ve always dreamed of. Now’s not the time to settle.

Situation

Analysis

Big

Idea

Objectives

Strategies

Goals

Media Objectives & StrategiesGOALSTarget Audience and Media Mix

Objective: To convince jetBlue’s solid base in the 25-34 year old market to take vacations before they settle down, through an integrated media campaign which will focus on heavy use of outdoor media placements, guerilla marketing, internet ads and sponsored internet media. A secondary objective is to reach and convert passengers of other budget airlines for vacation travel with jetBlue.

Reach, Frequency and GRPs

Objective: To obtain a reach over 80 and a frequency of over 3.5 with 300+ GRPs for our Key Months. For the remainder of the year, our objective is to maintain a reach of 50 with a frequency of 2 through Facebook and sponsorshoips.

Timing and Schedule

Objective: To run a 12 month campaign starting in September with major media pulses in September, October, March and April.

Budget

Objective: To execute a campaign on an $12 million media budget, allocating $8 million to traditional media, $4 million to non-traditional media with a traditional media contingency fund of $300,00, in case of emergencies.

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Geography

Objective: To run a mostly spot campaign with some national focus in the following DMAs which containin jetBlue hubs, and a high population of our target audience.

Sales Promotion

Objective: To increase passenger seat miles by 5% between the desti-nations specified in the case study.

Objectives

Strategies

Goals

GOALS Cont’d

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Objectives

Strategies

Budget

BUDGET

Media Budget Summary

Our traditional budget is easily calculated and takes up 6.6 MM of the total 8 million dollar budget. The more logical break-up is to examine spot spending compared to national and internet. Our spot media budget is $4.626 million, while our national and internet media will air for $3.124 million. The CPP for Spot TV and Radio during the pulses will be $4,448 while the National CPP will be $7,275. This demonstrates the success of our targeting, and we stand by our decision to run a spot heavy campaign. The less predictabe aspect of the plan is the $600,000 allotted for the Facebook App, Online Travel Show and OOH/Guerrilla marketing tactics. We are absolutely convinced that Facebook and online video will provide national reach and frequency to bolster the media plan year round. To reinforce this, we chose to employ OOH tactics in our biggest spot markets (New York, San Francisco and Boston).

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Objectives

Strategies

Geography

GEOGRAPHY

Internet media will provide the bulk of our national media presence. Supplementing this during our Fall and Spring pushes are spots on national late night television, both cable and network. This will help reach our target demo-graphic in jetBlue cities that the spot markets miss, and direct them to the online conversation that jetBlue will create.

The bulk of the traditional media in our campaign finds its way directly to the target audience with a heavy focus on spot markets. Using Nielsen’s analysis of the 25-34 year old consumers, we singled out cities with high popu-lations of our target, which also had convenient access to a jetBlue airport. We feel this maximizes the efficiency of our budget in spot campaigns, as it maxi-mizes exposure to the audience which can provide the 5% bump in seats per mile that jetBlue seeks next year.

Guerrilla and Outdoor will be even more narrowly focused to the Top 8 most populous cities in our selected spot markets. Much like the traditional spots, their successful execution should carry interest back to our online media, and generate new conversation.

Austin TXBaltimore, MDBoston, MACharlotte, NCChicago, ILDallas-Ft. Worth, TXDenver, COHartford-New Haven, CTLA, CANew York, NY

Phoenix, AZPortland, ORPortland et al, MEProvidence et al, RIRaleigh-Durham, NCRochester, NYSacramento-Stockton, CASan Francisco et al, CASanta Barbara et al, CASeattle-Tacoma, WASyracuse, NY

The cities we will be focusing on are listed below.

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Objectives

Strategies

Timing

TIMING

While we are running a 12 month campaign, we realize that assaulting consumers every month with a constant flow of jetBlue related material would result in wearout and probably negative feelings towards the brand. We’ve decided to go with a pulsing traditional campaign, with our heavy months being September, Octo-ber, March and April, but enticing the consumer to start and keep up a relationship with jetBlue online.

Our idea for pulsing in September and October is not for promoting holiday travel nor is it only to get a jump on our competitors. Our reasons for choosing these months are a little more complicated. Though most of the competitive air-lines do spend in these months, they don’t spend as much as they do in November, obviously promoting holiday travel. The tendencies of our target audience dictated our decision to pulse at this time. We know, from secondary research and our pri-mary research, that a major reason people don’t travel or use their vacation days is that they don’t plan far enough advance. Having a push in September and October will address the problem in that we will be encouraging people to start planning and save up for their vacation the following summer.

We chose to reinforce this first pulse with another in March and April for obvious reasons. These are the months that people are planning their summer va-cations and buying tickets. While we recognize that most other airlines also choose these months to increase ad spending, for the same reason, we believe that jetBlue needs to keep up with the competition and spend heavily in these months. By rising to meet the competition’s spend and reminding the consumers to wrap up their plans, we hope to undermine the summer travel sales of our competitors over the course of the campaign.

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Objectives

Strategies

Schedule

SCHEDULE

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Objectives

Strategies

Media

STRATEGY

Proposed Media Mix

For a tech savvy target in the digital age, we propose a heavy focus on JetBlue’s online presence. The national reach of jetBlue’s online media is buttressed locally by smaller communities of friends in target cities. Allocating more funds to internet allows great expansion of reach in this target audience and relieves the costs associated with more expensive traditional media. Our scheduling decisions reflect a desire to see planning begin in September and October that instigates a long-term online relationship with jetBlue media.

Mix

Proposed Media Mix

26

Objectives

Strategies

Internet

Strategy:

Internet advertisements provide a great opportunity to reach a very targeted section of our target demographic in an interactive way. Unlike print advertisements, users are able to click on internet based ads and be transported directly to jetBlue’s website. The internet also allows for a number of creative opportunities, including the ability to “takeover” websites by purchasing all the advertisements on a given page. The internet also has the ability to target ads very specifically based on a variety of demographic and psychographic factors.

As a reinforcement of their social media management, we will allocate $100,000 to maintain, improve and expand the resources involved in this endeavor. In a century where the consumer wields enormous power and with a target market that knows how to use it, jetBlue must address concerns raised on Twitter and Facebook swiftly. A constant, positive media presence will help preempt and mitigate the impact of negative comments.

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Media

Mix

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Objectives

Strategies

Media

Mix

We also would create a Facebook application that would allow users to plan vacations, invite friends to come with them, and create a savings plan to help them afford it. This application will not only be spread socially by users, but it will also help overcome the common problem for our target audience of remembering to plan for vacations in advance.

Internet

We would also use our internet budget to create a humorous travel show, which would showcase a different jetBlue vacation package on each episode. This show would have the ability to both entertain audiences, while also showcasing the vacation pack-ages jetBlue provides. This type of program would be dramatically cheaper to develop than a television show, yet the internet can allow it to have a large audience while being spread through social media.

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Objectives

Strategies

Media

Mix

Media Buy

We will run internet ads on a continuous basis over all 12 months of our cam-paign. While we can not accurately estimate the number of GRP’s this strategy will gen-erate, we plan to spend $3,500,000 over the total 12 months of the campaign. These ads will run on websites such as NewYorkTimes.com, which indexes well with our target audience, and on travel sites such as expedia.com and hotwire.com which already attract vacation travelers.

Some of our internet budget would go toward internet radio, like Pandora. Platforms like Pandora allow us to laser in our target audience and target our ads directly to them and their interests. Though we believe our target audience does still listen to traditional radio, especially when commut-ing to work, we also believe a large portion of our target audience uses this media on a daily basis.

Internet

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radIo

Strategy

Radio is a great way for our campaign to have targeted spot messages while keeping costs at a minimum. This medium can allow for a high degree of creativity in delivered messages, while at the same time allowing us to target very specific geographic regions. While other advertisements can take a great deal of money and time to create, radio ads can have a similar reach with a faster, cheap-er, turn-around time. Also, with a large number and variety of local radio stations available, we can target specifically towards our target demographic.

Objectives

Strategies

Mix

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Media Buy

We will run spot radio advertisements over four months: September, Octo-ber, March and April in our selected DMA’s. This will generate an estimated 720 GRPs over those selected months. The total cost is $2,357,500 for the four selected months.

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Media

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Objectives

Strategies

Media

Mix

out of Home

Strategy

Our campaign will make use of a number of outdoor advertisements aimed at increasing awareness of jetBlue vacation packages and reinforcing the need to “travel while you can.” The ads will be placed in populous city centers, nearby where the young profes-sionals we are targeting work and live. We will also utilize “guerilla marketing” tactics to allow our outdoor marketing to stand out from the clutter of other advertisements, while at the same time making a deep connection with the target audience. This will allow us to have a very targeted campaign while at the same time keeping costs down.

One way to connect deeply with our target market is to get them excited about the prospect of travel with jetBlue. We will accomplish this by bringing a taste of each vacation destination to the cities they fly out of. For instance, we would set up a Las Vegas style casino in the heart of the New York’s financial district, which would give away jetBlue gift cards as prizes. In cities that are hubs to tropical destinations, we would create a large heated tent, where inside people would find a tropical oasis. While sitting on a lounge chair sipping a blended drink, they would hear the details of jetBlue vacation packages.

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Objectives

Strategies

Mix

Media

Our campaign will make use of a number of outdoor advertisements aimed at increasing awareness of jetBlue vacation packages and reinforcing that from family life to airline quality “now’s not the time to settle.” We would accomplish this by clearly pointing out the benefits of travel on jetBlue compared to other airlines. While wait-ing to enter one of our events, people would stand in a line divided into two halves. The first half would clearly be labeled “other airlines.” In this area, people would be forced to stand and wait with no stimulus to entertain them. Glum faced flight atten-dants would walk back and forth with a drink cart always promising to get to them, but would never actually give them a drink. After a brief wait, they would move for-ward into the front half of the line labeled “jetBlue.” Here they would be able to sit in comfortable chairs, watch television on screens in front of them, and get snacks from friendly flight attendants. The stark contrast in treatment will ensure that everyone who attends one of our events leaves with a knowledge that a jetBlue flight allows you to start your vacation early.

We would also entice members of our target demographic to travel on jetBlue with a guerilla campaign utilizing older actors. These planted actors would approach members of our target audience and ask them for directions to the airport. While interacting, they would explain that they always had wanted to take a vacation to the location of the jetBlue destination for that town, however starting a family and settling down prevented them from traveling. This seemingly normal interaction would plant the idea to take a vacation before it’s too late, without that feeling that you were just

out of Home

Media Buy

We will run outdoor ads for the four months our media plan pulses (September, October, March, and April,) with an estimated budget of $1,500,000. These advertise-ments will appear in the eight most populous cities in our target spot markets.

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Objectives

Strategies

Mix

Media

Spot televISIon

Strategy

Spot television allows us to target advertisements much more specifically than nation-al stations, while at the same time providing much lower costs. Spot television also provides a great opportunity to create memorable and engaging ads, which highlight travel packages specific to the city in which they are shown. These advertisements would all be based on the theme of traveling before you get too tied down.

Media Buy

Spot television ads will run over the months of March, April, September, and October. These spots will run over television shows which index well with our target demographic in-cluding Late Night with Conan O’Bien, 30 Rock, and Seinfeld. Combined, these ads will gener-ate 280 GRP’s over the four months they are running.

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Objectives

Strategies

Mix

Media

magazIneS

Strategy

Magazines allow us to create exciting ads, which can be targeted specifically to our target demographics while also maintaining low costs. We can further lower costs by making use of a minimalist design aesthetics. During February, June and November, black and white print ads will be used in colorful lifestyles and fashion magazines so that they’ll stand out from the clutter. During peak months, half page ads will gently remind readers to take some time for themselves soon. These ads will focus on not only explaining jetBlue vacation packages, but also utilizing our theme of traveling before you are too tied down by starting a family and paying off a mortgage.

Media Buy

Magazine ads will run over seven months (September, October, November, February, March, April, May and June.) They will generate 32 GRPs at a cost of $413,800 ($12,931 CPP) and run in magazines which index high with our target demographic such as the New Yorker, Elle, and Vogue.

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Objectives

Strategies

Mix

Media

What’s the Problem? Professionals fly jetBlue for business, but don’t always fly them for vacations. We need to convince them that not only do jetBlue Getaways take them to the best vacation destina-tions around the world, but this is also the right point in their life to travel.

Who are we talking to? We are talking to the thirty year old junior executive who is just starting to move up in her career. Things have been getting serious with her longterm boyfriend and they’re talking about moving in together soon. Even with the looming approach of a more complicat-ed domestic life, she doesn’t use all her vacation days because she wants to focus on climbing the corporate ladder.

What do we know about them that will help us?· Financially, this is a group who is well off. They’re young professionals with plenty of income and fewer expenses.· They already fly jetBlue several times a year for business trips and prefer its luxuries and affordability over other airlines.· They have a positive association with jetBlue but think of it more for business trips than vacation travel.- They don’t want to travel alone. They’d like to travel with a significant other if they have one, and/or with a group of friends.

What’s the thought we need to communicate? You’re at the best point in your life to travel and jetBlue is the best way to do it.

What’s the best way to accomplish this? Get them excited about taking a vacation again. jetBlue needs to not only highlight the great destinations they fly to, but also point out that this is the time in your life to travel before you become too tied down with starting a family and buying a house.

Creative BriefYour mission, should you choose to accept it....

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Due to a nasty bout of appendicitis, we Boldly had our ap-pendix removed. See the Kidney be-low...

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Kidney1. jetBlue Airways Media Planning Case Study, p. 12. jetBlue Airways Media Planning Case Study, p. 3-4 3. jetBlue Case Competitive Data – Airline Advertising by Medium: Line 94. jetBlue Airways Media Planning Case Study, p. 25. Elliott, Stuart. “Live and Online, a Game Show Developed for the Internet Age.” New York Times 04 JUN 2012, n. pag. Web. 20 Nov. 2012. <http://www.nytimes.com/2012/06/05/business/media/jetblue-develops-a-game-show-for-the-internet-age.html?_r=0>. 6. jetBlue Case FAA Statistics – Average Fares by Airport7. United States. Department of Transportation. Air Travel Consumer Report. 2009. Print. 8. jetBlue Case Competitive Data – Airline Advertising by Medium: Line 59. jetBlue Case Competitive Data – Airline Advertising by Medium: Line 1110. jetBlue Case Competitive Data – Spending by Month: Line 311. jetBlue Case Competitive Data – Spending by Month: Line 1012. BradyBrannonRich, . Drew Curtis - Southwest Airlines Commercial “Business Travel Challenge”. 2012. Video. YouTube-Web. 20 Nov 2012. <http://www.youtube.com/watch?v=4gd1ibBjsfw>. 13. Lunardini, Abby. “Press Release.” Virgin America Launches ‘Experience’ Campaign With the Help of Its Frequent Flyers. Virgin America, 05 2012. Web. 20 Nov 2012. <http://www.virginamerica.com/press-release/2012/virgin-america-experi-ence-campaign.html>.14. experience.virginamerica.com15. “Foreign Travel Summary.” (2011): GfK Mediamark Research & Intelligence, LLC. Web. 16. “Domestic Travel Summary.” (2011): GfK Mediamark Research & Intelligence, LLC. Web.17. facebook.com/southwest18. facebook.com/jetblue19. facebook.com/virginamerica20. facebook.com/southwest21. facebook.com/virginamerica22. facebook.com/jetblue23. facebook.com/virginamerica24. facebook.com/southwest25. facebook.com/jetblue26. jetBlue Case MRI Data – Psychographics: Lines 197-209Demographics: Lines 20, 23, 1327. jetBlue Case MRI Data – Demographics: Line 8428. jetBlue Case MRI Data – Demographics: Lines 7, 13, 57-5829. jetBlue Case MRI Data – Demographics: Lines 60, 6430. jetBlue Case MRI Data – Demographics: Lines 81, 8231. jetBlue Case MRI Data – Psychographics: Lines 27, 207

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32. jetBlue Case MRI Data – Psychographics: Line 20433. jetBlue Case MRI Data – Psychographics: Line 20734. jetBlue Case MRI Data – Psychographics: Line 2735. jetBlue Case MRI Data – Psychographics: Line 20336. jetBlue Case MRI Data – Media: Lines 23, 38, 28, 537. jetBlue Case MRI Data – Media: Lines 1056, 1057

Nielsen Maps

Young Achievers - Greenbelt Sports

Young Achievers - Up-And-Comers

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Young Achievers - Boom Town Singles

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