US airline company JetBlue is currently carrying out a fun viral campaign that makes use of short video clips aimed at company CEO’s. Their CEO’s Guide to Jetting is a humorous look at how much CEO’s have suffered in recent months and is part of their CEO Outreach program.
The three videos show CEO’s how they can use JetBlue to help them get over the loss of their private jets and subsequent benefits. The introductions to each video employ satirical tactics to make sure only CEO’s watch – “no minions or lackeys allowed”. The guide in each video is atypical of many CEO’s and this just enhances the message further.
It’s an interesting marketing tactic that’s done extremely well. It mixes the value of using JetBlue while showing that the airline appeals to all passengers. With so many businesses getting all serious and missing the point, it’s refreshing to see JetBlue’s approach.
Maybe it’s not so surprising though – the company is known for their more hands-on feel.
Their Twitter account is manned by customer service representatives and always have the name of the people you’re speaking with. Not only that, but they actually interact properly with any queries and offer either instant solutions or detail the question to resolve with more information.
It’s a nice personal touch that other companies could learn from.
What do you think of the JetBlue videos and marketing approach? Do they get the mix of humour and message right? Can other companies learn from this promotion?
If you enjoyed this post, please consider leaving a comment and subscribe to my RSS feed or via email to ensure you can enjoy the latest updates.
If you enjoyed reading this post, please feel free to share with your networks using the social icons above. You can also leave your thoughts in the comments below and/or subscribe to danny brown to ensure you receive the latest updates.
Fantastic series of commercials. They did do it right.
via uberVU
Fantastic series of commercials. They did do it right.
One of the things that many companies forget, Geoff, is that existing customers are some of the most powerful sales “tools” around (for wont of a better phrase).
Referrals and word of mouth from someone you trust – friends, family, etc – because they were looked after by a company goes a long way.
via uberVU
‘With so many businesses getting all serious and missing the point…”
You are entirely correct. It’s useless to put your game face on if you don’t know how to play the game!
This is typical of JetBlue as a business. I’ve travelled with them a few times while over from the UK on business and they never fail to impress. Their staff are courteous and patient, their check-in areas are always excellent, and their on-board service is never anything but first class.
I heard an announcement earlier this week from their customer service desk to “make sure you let Twitter know you’ve landed safely in Texas”. This is a company with its fingers on every pulse.
One of the things that many companies forget, Geoff, is that existing customers are some of the most powerful sales “tools” around (for wont of a better phrase).
Referrals and word of mouth from someone you trust – friends, family, etc – because they were looked after by a company goes a long way.
It’s not the worst attempt at levity but still a dicey proposition because the cynicism toward CEO types is real and it’s at an all time high. The whole economic thing and the idea of excess is starting to become unfunny to me. Maybe I’m just a stick in the mud (actually I have been called much worse).
What might work for me since I am not and never will be a boardroom type is ‘JetBlue is for everyone from the mailroom to the boardroom. We do it right, we treat you well and we actually give two craps about how you view us. Oh yea and we are affordable. Try us out and you won’t be disappointed’. Now that would be cool to me.
Danny, I am getting tired of everyone trying to entertain me. Just give me the facts and let me make a decision based on what’s good for me.
Dude, I’m just tired so if this is a downer I apologize but it is what I think so that counts for something somewhere, right?
I think that’s why they work so well, Frank. Everyone is tired of excess and the mini-movies show that, albeit by poking fun at those excessive examples.
I know the ads won’t be to everyone’s taste (and it’d be pretty boring if they were). Yet as an example of humor marketing yet still getting the message across, I thought they did a great job.
And I’d never treat your views as a downer, good sir – always appreciated.
Twitter: timjahn
Definitely a fresh, unique idea and funny videos!
I don’t think the videos alone are the wow factor here, but rather their overall consistent care for their customers and their customers’ experience, as Geoff mentioned.
I haven’t had the pleasure of flying JetBlue yet but hearing all this lately really makes me want to!
I have the pleasure of being married to one of JetBlue’s fleet captains and I concur with most of the comments that have been made. I am proud of the company and what it stands for. They not only treat their customers with great service and respect, but they also care for their employees as well. As far as the video is concerned…those who don’t like it, well it got your attention didn’t it? I guess it served it’s purpose. That’s just plain good advertising people!!