jetblue media plan - jp4509.files.wordpress.com · title: microsoft word - jetblue media plan.docx...
TRANSCRIPT
SWOT Brief Product jetBlue launched in 1999, the company invented the most creative triple threat in the business – economy, comfort and customer consideration. jetBlue’s focus also includes never overselling flights, an enviable on-‐time record, updating check-‐in and boarding procedures and more. Competition The airline industry includes over 40 majors and 75 regional airlines. Consumer 55%-‐65% of revenue miles are generated by men and women business travelers. During spring and summer, business travel dips by 10% and vacation air travel increases by 30%. Geography The majority of JetBlue flights arrives or departs from one of five key markets: Boston; Orlando and Fort Lauderdale, Florida; Long Beach, California; and New York. Media mix The majority of jetBlue’s current advertising comes from Internet banners and, Social medias such as Twitter. Timing jetBlue uses yearlong social media advertising.
jetBlue media problem statement
Targeting selected spot markets to effectively increase vacation travel by five percent using advertising copy that will exclusively advertise vacation travel.
jetBlue objectives Target Audience-‐
Attract both men and women ages 25-‐49, with or without children that are frequent vacation travelers to use jetBlue.
Geography-‐ Purchase media that focus on the selected spot markets. Scheduling/Timing-‐
Schedule media for a yearlong campaign beginning Jan. 2011 and ending in Dec. 2011. Reach/Frequency Goal-‐ Obtain an 85 reach with a 6.0 frequency over the course of the campaign. Sales Promotion-‐ Provide media to support sales promotion activities. Creative Consideration-‐ Focus media to support sales promotion activities. Budget-‐ Purchase all media within $6 million.
jetBlue strategies Target Audience-‐
Men and Women without children: the campaign will obtain this demographic by focusing on vacation destinations that the demographic is likely to visit. Men and Women with children: the campaign will obtain this demographic by focusing on group rates for vacation destinations, the group rates will be promoted through all ads.
Geography-‐ The campaign will focus on 24 key markets across the United States. All ads in all markets will promote vacation travel to offshore markets; however, the campaign will not buy advertisement in these offshore markets. It will only advertise traveling to them. Baltimore
• Boston • Buffalo • Burlington • Burbank (Los Angeles) • Charlotte • Chicago • Fort Lauderdale (Miami) • Jacksonville • Las Vegas • New York • Orlando • Phoenix • Pittsburg • Portland, ME • Rochester • Raleigh • Sacramento • Salt Lake City • San Francisco • San Jose, CA (San
Francisco) • Sarasota (Tampa) • Seattle • Syracuse
Scheduling/Timing-‐ The campaign will begin in January focusing on early-‐bird flight reservation discounts. Advertisement in social media and online will inform target audience of such specials. The campaign will use all selected media beginning in March and ending in August. It will then offer early-‐bird flight reservation discounts for vacation travel during the holiday season. The special early-‐bird flight reservation discount will begin go through September and October. The Campaign will then end in a strong point using all media during the holiday season.
Reach/Frequency-‐ The campaign will obtain an 85 reach on selected spot markets by using all media during selected key months during the campaign. High frequency on online websites along side with spot cable ads and full page full color magazine ads will increase exposure of jetBlue. The pass thru rate of magazine ads will give frequency even after the selected month.
Sales Promotion-‐
The campaign will focus around the “early-‐bird special” and “bulk rate special.” Early-‐bird special: this will be offered during January, February, August, September and October for vacation travelers planning ahead the usually key vacationing months. Bulk rate special: this will be offered during March, April, May, June, July, November and December for family and friends that travel together.
Creative Consideration-‐ The campaign will focus on ironic campaign images that show crowded beaches and travel destinations. This will make a statement that local beaches are crowded and not peaceful that traveling jetBlue to a secluded destination will give one the vacation of there dreams. With slogans like, “Don’t follow the crowd, let jetBlue lead the way,” and “jetBlue, taking you to better places.” Budget-‐ Magazine..................................................................................2389.7 Internet.....................................................................................1419.0 Spot TV (Daytime)................................................................444.2 Spot TV (Prime).....................................................................1713.4 National......................................................................................3808.7 Spot............................................................................................... 2157.7
“jetBlue,
taking you
to better
places.”
Tactics Magazines
Fitness
Shape
Health
Men’s Health
Women’s Health
Conde Nast Traveler
National Geographic
National Geographic Traveler
Outside
Travel + Leisure
GQ
Cosmopolitan
O, The Oprah Magazine
Family Circle
Food & Wine
Television Channels
Discovery
Food Network
HGTV
History Channel
Lifetime
Oxygen
Bravo
TBS
E!
FOX
Online/Social Media
Travel.com
Expedia.com
Travelocity.com
Nationalgeographic.com
Discovery.com
Magazines Full Page, Full color Ads in selected magazines. The ads will run during the selected months shown in the flow chart. Television 15 second day and prime time spots in selected spot markets. The ads will run during the selected months shown in the flow chart. Online/Social Media Year round on listed websites.
