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Anna Papachristos | April 4, 2012

How JetBlue's Marketing Promotes Trust and Loyalty


Each day, airlines connect thousands of travelers with hundreds of distant destinations. They carry customers from one place to another, often forgetting they are not just passengers, but are people, too. However, for JetBlue, connecting with customers has become a priority at touchpoints throughout the trip cycle. Particularly, JetBlue's advertising initiatives show that the airline cares about each individual customer's experience, not just how the airline is perceived.

During a recent presentation at the 4th Annual Mobile Marketing Day, hosted by the DMA, Jonathan Stephen, JetBlue's head of mobile, highlighted the company's YouTube initiative, which presents an ongoing string of advertisements that tap into the frustrating scenarios that frequently plague the airline industry. From minimal legroom, to unexpected baggage fees, JetBlue humorously addresses each issue in a collection of brief videos that exemplify its motto: "If you wouldn't take it on the ground, don't take it in the air." Though only a small sample, the following videos represent JetBlue's comedic take on the serious concerns they address each day.

This first video explores the cramped seating air travel is notorious for by placing the main character in a crowded office space he must share with two other workers:

The second video consists various clips blended together, all depicting what happens when travelers are suddenly surprised with unexpected baggage fees:

For JetBlue, connecting with consumers comes naturally, laughter and all. By bringing its campaign to the streets, JetBlue lays out the "ground rules" of travel by acknowledging people's disdain for the surprises often discovered en route. Both videos take the comedic approach, emphasizing just how ridiculous these inconveniences are and empowering customers to stand up for the better conditions they deserve.

When it comes to effective marketing, advertisers obviously want to share their message with the world. But to build trust and encourage brand loyalty, companies must also address the messages they receive from customers. Trust and loyalty are a two-way street. Both parties must listen to one another if they want the relationship to continue. Brand messages mean nothing if companies neglect to respond to their customers' concerns.


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