Online Marketing in Travel SpecialJetBlue Airways Corporation recently introduced its "Happy Jetting" brand campaign, created to rename and refocus on the airline's strategy of delivering a "true value" experience for every customer.

Published: 27 Jun 2008

Online Marketing in Travel Special

JetBlue Airways Corporation recently introduced its "Happy Jetting" brand campaign, created to rename and refocus on the airline's strategy of delivering a "true value" experience for every customer.

Such experience for consumers revolves around competitive fares, service and complimentary onboard amenities, such as free DIRECTV and XM Satellite Radio, unlimited snacks and spacious leather seats.

The airline decided to say goodbye to flying and hello to `jetting.'

From airline's communication strategy perspective, the focus was on propagating `Jetting' via an `inside (&) out' approach in which crew members also played an integral part along with above the line and below the line initiatives.

According to JetBlue Airways' Director of Advertising Fiona Morrison, who along with airline's Director Interactive Marketing Michael Stromer jointly presented during EyeforTravel's Online Marketing in Travel 2008 conference in Chicago, the media strategy focused on five core objectives:

· Engage crew

· Target new consumers flyers (focused on TV, online, out of home; print was left out)

· Surround with Happy Jetting (goal to surround consumers with experience via out of home, online, PR)

· Bring it to life

· Make it interactive (HappyJetting.com)

Regarding the role of crew members, Stromer shared that the airline monitors the satisfaction level of crew members (whether they are happy in their jobs etc) on a regular basis.

Stromer also provided an insight into the role of a microsite during airline's `Bringing a brand to life across all media channels' presentation.

He referred to microsite as a "small, self-contained web destination that is separate from a company's primary site, has its own distinct URL, and consists of content focused on a particular product or service." It may have a long or short lifespan based on the particular initiative and objective.

In terms of core applications, the idea behind a microsite is to create an experience, promote a new product, and focus on a specific audience. In terms of additional value, it can be more easily optimised for search engines, can drive word-of-mouth viral marketing and can be changed quickly on the fly with few IT concerns.

On considerations for a microsite, he recommended following:

• Determine clear goals with benchmarks for success

• Ensure proper tracking mechanisms are implemented (i.e., Omniture)

• Include viral applications – `Tell a Friend' functionality

• Optimise for both organic and paid search

• URL should be easy to remember – especially for offline media

• Ability to link back to core site for additional content or e-commerce

Ritesh Gupta,
EyeforTravel.com