Jetblue Advertising Campaign

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jetBlue – SMART Objectives
Goal: jetBlue would like to increase the proportion of total jetBlue ticket bookings made on the jetBlue website by 10% within the next 12 months after the campaign launches. jetBlue’s goal to drive bookings directly through its website and see a 10% increase in conversion within 12 months of the campaign calls for a set of concrete and attainable objectives. These need to be based on a cogent communication campaign offering benefits to travelers that they can relate to. Based on the goal, the objectives are twofold; we aim to drive traffic to the jetBlue website and convert consideration to ticket purchase within 12 months of the campaign starting in January 2018.

The objectives are as follows:

Run a paid media campaign in Q1 2018 across Wall
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Therefore, they may become repeat travelers. This campaign targets a younger client base through channels the audience frequents and by establishing positive rapport with a discounted ticket at a meaningful time in their life.

To increase ticket sales on jetBlue.com by 10% in Q2, 2018, jetBlue will establish a partnership with Starbucks giving travelers a “Blue Cup” when they order coffee or tea on a flight departing from one of JetBlue’s six focus cities (Boston, LA, NYC, Fort Lauderdale, Orlando and San Juan) during April 2018. The cup will have a one-time discount code for 5% off their next flight when they book through jetBlue.com.

Explanation:
Starbucks has one of the largest customer bases for coffee and tea drinkers in North America. By partnering with them, JetBlue can target in-flight coffee and tea drinkers because they are most likely to share the ‘Blue Cup’ phenomenon on social media and create a digital conversation on the brand’s core. This method is measurable because jetBlue flight attendants track what drink each seat gets on every

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