Jet Blue is a customer service oriented airline based out of New York City (JFK). Jet Blue distinguishes itself from its low-cost competitors by focusing on issues that are important to air travelers including, but not limited to, not charging customers for checking their first piece of luggage, installing televisions in front of each seat, and providing free snacks/drinks on each flight.
In reviewing Jet Blue’s promotional activities and sponsorships, it is pretty clear that the company has focused on the New York and Boston markets. Some of the company’s promotional events have been held at the Boston Marathon, Barclays Center, TD Garden, New York Comedy Festival, Tribeca Film Festival, and the New York Triathlon. Jet Blue also appears to focus its promotional activities on holidays and other big events in the U.S. For example, for Valentine’s Day Jet Blue is offering couples a chance at a free flight for two just by posting a photo on Facebook or Instagram. These high-level marketing campaigns are clearly aimed at the top end of the funnel (raising awareness and interest in the company). However, I would also say the differentiating activities listed above cater to the lower end of the funnel (aimed at having repeat business from existing customers who then spread the word and increase referrals).
While Jet Blue certainly has done a good job in its PR and community management activities, I still think they can improve activities conducted on social channels and on their website. For example, Jet Blue’s “promotions and sponsorships” section of their website only includes a bullet point list of places the company has held past events. The company provides no description to elaborate on its current PR activities or upcoming events.