Avant-garde airline JetBlue
One of the stories is a heartwarming marriage proposal from a boyfriend to his girlfriend, with the plane ecstatic as the captain asks "So was it a yes or a no?" It's a great story, and it serves as an emotional connection point between customers and the relatively new airline. That connection could help strengthen the company's brand and attract more repeat business. It's an extremely intelligent way to build relationships with customers.
The campaign could also reinforce JetBlue's customer-focused culture among its employees. Given JetBlue's recent financial woes, with losses the past two quarters and a stock price in the doldrums, it wouldn't be surprising if employee morale were dipping a bit. What better way to lift spirits than by sharing customers' positive experiences, providing examples of the airline's philosophies and values?
A consistent, well-told story is one common thread among diverse successful companies such as Merck
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