the blues for jetBlue

When the airline jetBlue first flew onto the scene not long ago, their logo and design were fresh, their seats were comfortable and spacious, and they were affordable. But most of all, they understood their demographic. They communicated to their people, and never lost sight of who their public was.

Fast-forward to 2007 and there's the jetBlue meltdown that grounded passengers in airports all over the country. Mix in the fact that their tickets no longer seem so affordable to the average traveler, and jetBlue was in the midst of a major public relations crisis. What does any respectable company do in such a dire pr predicament? Turn back to their people-focused roots that got them recognized in the first place? NO. Spend way too much money on an advertising campaign that won't (pardon my pun) fly in today's economy? DING DING DING. 

jetBlue recently kicked off its "Happy Jetting" campaign. The campaign strives to return to the glamorous days of air travel when being a stewardess for airlines such as Pan Am was nearly as alluring as walking the runways in Europe...ok maybe not THAT glamorous, but still pretty good. But most of all, when being a jet setter meant something special; it also meant dressing up for flights, not rolling into the airport wearing sweatpants and bed head.

The new campaign features a special website with games, trivia, and other pointless dribble. By adapting the term "jetting" and attempting to establish a clear cut difference between jetting and flying, jetBlue is hoping to rid itself of the negative connotations associated with flying such as long lines, cramped seats, delays etc. Which is understandable.

Happy Jetting Website

One slight problem, in today's economy where gas exceeds $4 per gallon, people can barely afford to fill up their cars let alone go "jetting." For a company that has always connected so well with their customers, they completely missed the mark on this one. Rather than establishing jetBlue as something only for the elite (which will only alienate their key demographic even more) they should have been positioning themselves as the people's airline, relating to people and offering compassion during this tumultuous economic downturn.