JetBlue Launches Cross-Media Apology Campaign
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Written By Kate Zimmermann | February 21, 2007 | Share This
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After an embarrassing collapse of service during the valentine’s day winter storm, JetBlue has launched a massive Apology Campaign. From newspaper ads to videos on YouTube, JetBlue is tackling their negative press with a dose of humility. JetBlue’s founder David Neeleman says on YouTube,
“Obviously this is the most difficult time in our history…I want to assure you that the events that transpired last week and they way that they transpired will never happen again…so I ask for your business and your trust and we will show you that we will be a better company because of the very very difficult things that our customers had to endure, and that our crew members had to endure, over the past week.”
So far it seems to be working - the video has been viewed over 40,000 times and has received some positive feedback from people touched by JetBlue’s sincerity. What’s more, passengers caught in the mixup were sent personal email apologies from the airline with a flight refund and voucher for a free round trip within the next year.
Accepting culpability wasn’t the only thing JetBlue did right - they also put together a terrific cross-media campaign. In addition to the video in YouTube and full-page ads in newspapers across the East Coast, JetBlue sent Neeleman to the David Letterman show, released a highly-viral “Passenger Bill of Rights” and launched a paid search campaign. Paid search ads for branded keyterms read, “Dear JetBlue Customers - View Personal Message from our CEO about our Customer Bill of Rights” above the url “www.jetblue.com/promise.” The first thing on the landing page is a huge link to the Customer Bill of Rights and three phenomenal one-way price deals.
Though JetBlue predicts a Q1 loss as a result of the cancellations, their highly-publicized apology is spinning public embarrassment into a positive branding campaign.
Topics: Advertising: Distribution |