Monday, 12 August 2019

JetBlue says you deserve Better than ‘Just Alright’

New York's hometown airline, JetBlue has a new message for travellers everywhere: You deserve better!

Launched today, its latest campaign, “Just Alright Doesn’t Fly Here,” takes a stand against mediocrity in air travel and reminds travellers they don’t have to accept the bare minimum that has become standard across the industry.

“JetBlue has always believed that travellers deserve better, and going above and beyond for our customers has been an integral piece of JetBlue’s DNA since day one,” said Elizabeth Windram, vice president of marketing, JetBlue. “This campaign is designed to shine a much-needed spotlight on the complacency that’s become an all too common part of the airline experience and show those who haven’t travelled with us before that there’s a better way to fly.”

The multifaceted “Just Alright Doesn’t Fly Here” campaign will come to life in videos and ads that feature different aspects of JetBlue’s award-winning customer service. JetBlue is carefully positioning the message on TV, social media, radio on music streaming services, digital and billboards positioned to counteract everyday mediocre moments — both offline and online — to deliver the message while travelers are in the “just alright” mindset, such as sitting in traffic, waiting for the train, or simply browsing the web.

Playing on an inventive nod to the Wright Brothers who took flying to new heights, JetBlue created the fictional characters “The Alright Brothers,” crediting them for taking airline customer service to new lows. While the tale is fictional, the video endings bring a dose of reality, with real JetBlue crewmembers delivering the message that while bare-minimum experiences may have become the industry norm, those low standards would never “fly” on JetBlue.

The campaign is being rolled out as JetBlue continues to invest in the customer experience through the restyling of its Airbus A320 aircraft and just before its first A321neo goes into service. The restyled A320s and the new A321neos introduce a new era of comfort and connectivity to travellers, bringing to the skies the widest seats available for this aircraft and the most legroom in coach of any U.S. airline (a). The refreshed experience also offers an unparalleled inflight entertainment (IFE) experience with 100+ channels of DIRECTV® and hundreds of free movies and shows, expanded coverage of free Fly-Fi® broadband connectivity almost everywhere JetBlue flies (b) and much more.

Additionally, JetBlue recently announced future orders for the Airbus A321LR, A321XLR and A220-300 aircraft. Those aircraft will usher in the next chapter of the JetBlue story with unmatched fuel savings, a best-in-class customer experience from award-winning crewmembers and the promise to broaden the customer-focused airline’s reach within the Americas and into Europe in the years ahead.

Customers are taking note, as JetBlue was named “Highest in Customer Satisfaction Among Low-Cost Carriers” in the J.D. Power 2019 North America Airline Satisfaction Study, was honored as the number one domestic airline in Travel + Leisure’s World’s Best Awards 2019 and was awarded best in Passenger Comfort in the 2019 TripAdvisor Traveler’s Choice Awards.

Since its inception in 2000, JetBlue has revolutionized the air travel experience at every turn, offering the most legroom in coach, unlimited seatback entertainment and complimentary, all-you-can-eat brand-name snacks. The first commercial airline to disrupt the industry by providing free, high-speed broadband Internet and live TV at each seat on every plane, JetBlue continues to offer unparalleled comfort from takeoff to touchdown with award-winning customer service to match.

“Just Alright Doesn’t Fly Here” – created in partnership with agency MullenLowe – will target New York, Boston, Los Angeles and Fort Lauderdale and run through mid-December. It is the airline’s first marketing campaign since “Air on the Side of Humanity,” which launched in 2013, and gave a voice to the most overlooked, unappreciated frequent fliers of all — pigeons — to showcase the struggles of air travellers.

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