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I. The Problem

A. The Key Fact

Although JetBlue is expanding very quickly and has already won many service awards, they still represent only 2.3% of the domestic airline market.

B. Advertising Objective

Many travelers don't realize that JetBlue offers at least as many perks as the traditional legacy despite their low-cost model. The stigma in the airline industry has been that low-fare/low-cost equals low frills. Our goal is to convince domestic travelers that with JetBlue they don't have to sacrifice comfort, service, in-flight entertainment, and other amenities to obtain a low-fare ticket.

II. The Creative Platform

A. The Issue

1. Reality

Strategy

Goal-To establish JetBlue as a leading low fare, low cost passenger airline by offering customers high-quality customer service and a differentiated product.

Plan-JetBlue strives to offer low fares that stimulate market demand while maintaining a continuous focus on cost-containment and operating......

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Approximate Word Count: 3607
Approximate Pages: 15 (250 words per double-spaced page)

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