Situation Situation Company: JetBlue (www.jetblue.com) The travel industry is a lucrative, but highly competitive market. There are only so many customers, only so many deals and only so many peak holiday times in the year. Businesses like JetBlue have to maximize their revenue during these periods. We were tasked with coming up with a 6-week campaign that focused on JetBlue’s oers to the Dominican Republic – and, specically, we were to target people living in New York City. The campaign was to run alongside the holiday oers in question. This campaign had three elements to it. We needed to increase the exposure of the JetBlue brand so that it could become stronger and more resistant to all the online competition. We also had to immerse ourselves in the travel industry, plan an eective

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