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Dr. Mark Kanning June 12, 2011

Tourism Marketing and the JetBlue 2010 All-You-Can-Jet Promotion. Dr. Mark Kanning June 12, 2011. JetBlue. Overview of JetBlue Competitors Points of Difference (5 P’s) Seminal Events Trust Equity Public Relations Primary and Target Markets Community Immersion. AYCJ Promotion.

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Dr. Mark Kanning June 12, 2011

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  1. Tourism Marketing and the JetBlue 2010 All-You-Can-Jet Promotion Dr. Mark KanningJune 12, 2011

  2. JetBlue • Overview of JetBlue • Competitors • Points of Difference (5 P’s) • Seminal Events • Trust Equity • Public Relations • Primary and Target Markets • Community Immersion

  3. AYCJ Promotion • History of promotion • Marketing of promotion • Pricing • Platforms • Seasonality • Tier System/Load factor dispersal • 2010 AYCJ Study

  4. AYCJ Study Methodology • Quantitative • Qualitative • Survey Monkey • n= 107 • 507 members on AYCJ Meetup • 6,826 Facebook members

  5. Dear JetBlue customer,Thank you for purchasing an AYCJ-5 Pass for $499! You now have the power to fly JetBlue anywhere you like— five days a week (excluding Fridays and Sundays)—from September 7 to October 6, 2010.AYCJ-5Valid for booking from August 23, 2010 – October 3, 2010Valid for travel from September 7 – October 6, 2010 excluding Friday/Sunday How to book: Visit jetblue.com/aycj starting 08/23/2010 ***Please note AYCJ travel can only be booked online at jetblue.com/aycj***

  6. AYCJ Promotion • Use of social media • Clawson and Knetsch (1966) • Facebook/Meetup/Twitter • Brand management • Brand Loyalty • Organic Subculture

  7. AYCJ Planning • Facebook • 6,826 Members • Social Media • Meetup • 507 Members • 185 Events • Price Is Right • Dining • Layovers • Bermuda Jazz Fest • Final Weekend

  8. Potential Markets for AYCJ • Backpackers/Flashpackers • Solo Travelers • GLBT • DINK • Volunteer Tourism • Business Tourists • Job-Seeking Tourists • Themed Itineraries • Sports, wine/food, music, industrial tourism, dark tourism, cultural tourism, adventure tourism

  9. 2011 AYCJ Suggestions • Add-on fares (pre- and post) • Synergistic Marketing/Promotions • Importance-Performance Analysis • In-depth Interviews/focus groups prior to, during, and after the promotion

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