Jet Blus - Articles Case Studies

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Jet Blue – Articles Case Study I. The first article under examination is ‘Jet Blue’s YouTube Marketing Strategy’. As the title suggests this article examines the implementation of YouTube to establish excitement for the company. The article notes that, “the airline has packed its BetaBlue plane full of well-known YouTube personalities and bloggers to market its new air route” (Mueller, 2009).


There are a number of considerations. The main consideration is that Jet Blue has recognized a shift between outdated modes of advertising and the increasing need for organizations to harness the powers of the Internet to gain consumer interest. This strategic approach also points towards the strong centrality of Internet marketing for the airline industry. With advertising geared specifically for consumer’s browser history and selections, the ability for Jet Blue to engage the consumer in an even direct way has strong implications. In these regards, involving consumers in YouTube videos that focus on Jet Blue airlines can be noted to have the subsequent effect of giving Jet Blue airlines prominence in Internet searches for possible airfares. Ultimately this strategic approach creates brand awareness and has the immediate pro-active benefit of placing Jet Blue in more prominent search positions. II. The next article under examination is “JetBlue's 'All You Can Jet' Pass Sells Out’. This article considers elements surrounding JetBlue’s implementation of the ‘Al You Can Jet’ pass. The article notes that, “JetBlue debuted its $599 "All You Can Jet"promotion Aug. ...
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