March 31, 2006

JetBlue Ad Page 9

For those out there who keep asking if there is a demand, let me offer page 9 (at least the 2nd time this week) as evidence there is. It is a five columne add, 18 inches and two colors. How much do you think that costs?? Answer- $9,000!!!!

Who do you think knows best, where their JetBlue customers are coming from?? Answer--JetBlue!!! My point is that JetBlue would not be spending monies like this in our market advertising JetBlue out of Boston.

This is great news, since we do not even have to convince JetBlue about the existence of the market here. Why?? JetBlue already knows the demand is here already as evidenced by the ads. We need to roll out the red carpet, explain the leakage to Providence/Manchester to SouthWest, drop any overhead charges to enter the ORH market, tell them we will call the terminal the JetBlue terminal and throw matching marketing dollars at them.

Now the most disturbing part of the ad. It says "DEAR BOSTON"!!!!!!! Someone at our airport (Director/Liaison) needs to call JetBlue and tell them an ad in the Worcester paper should not say "DEAR BOSTON", it should say "DEAR WORCESTER". Herein lies the problem, JetBlue does not realize there is a difference between BOSTON and Worcester.

We do not need another study, a consultant or a survey to get this done.. Somebody (the people getting paid to run the airport) has to actually pick up the phone and make a call... Take a look at the ad--$9,000!!

4 comments:

Anonymous said...

Here's a theory: Jetblue is buying an ad package from the Globe that includes the T&G (same parent company)---From a marketing perspective, the couple hundred thousand people in town count as an extension of Boston...especially as you get into the Route 9 corridor guys who get the Telegram, but are technically metrowest....

It makes financial sense for them to advertise here, but that doesn't mean it makes sense to fly. Bill, if you opened another office in shrewsbury---even with low rent---you'd still have to hire at least one additional staff person, equipment, etc. which would definitely be a statistically significant increase on your overhead, no? BUT, you would still advertise to the people over there if you felt they might come out to wherever you are now to use your service.

Bill Randell said...

Good points about the advertising package... Still think, however, the Worcester Telegram ad should say "Hey Worcester" not "Hey Boston".

Also you would not have to hire anyone but utilize SwissPort. If we waived land fees, then JetBlue could use those savings to pay SwissPort.

Ytown Fan said...

Still Doubt it will ever come....I know enough of jetBlue to say that...

Airtran and Frontier and Southwest advertise heavily in print and tv ad's here, but that doesn't mean they will come here.

john h said...

we also see some AirTran ads here...full color pages, but AirTran isn't here either