No, the irony doesn’t escape me. As CEO of JWT, I’m now championing the work of one of our clients, JetBlue, which in its latest viral campaign pokes fun at stuffy, stodgy … CEOs. Specifically, it makes fun of CEO Carl Davis, who has to eschew his corporate jet and fly with “regular people.” But with JetBlue he finds that flying commercial is much like jetting—with leather seats, personal entertainment options and excellent customer care included.
As one blog commenter noted, the campaign’s levity is a dicey proposition now that cynicism toward CEO types is real and is at an all-time high. But a little humor can serve as a much-needed mental break for customers. And it works perfectly with JetBlue’s distinctly un-stuffy, anti-stodgy airline brand.
And for those seeking assurance along with humor, the airline has extended the JetBlue Promise Program—which offers full refunds to customers who lose full-time jobs before a trip they’ve booked—to include Getaways vacation packages. Instilling confidence in consumers during these anxious times makes good business sense.
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