Do you believe they can revive the strategy to build a competitive advantage (Today) over other US carriers?
With the objectives to drive earned media impressions, increase positive sentiment, drive content performance, and increase referral traffic, Jet Blue executed a strategic content marketing strategy in 2019. After reading the enclosed case study, and conducting research on your own, please answer the following two questions:
A. Despite the positive outcome and having claim that the campaign “drove some of our highest content performances to date”, and having in mind the target audiences as described in the case study, do you believe that the content strategy created (messaging + images + formats) was effective to revert low customer satisfaction and engage effectively with the audiences?
B. Given the turbulent times that the airline sector is undergoing Today, were unruly passenger behavior and low customer service performance are dominating the headlines, do you believe a similar media strategy and content can help the airlines boost its image and spark travel interest once again? Specifically with JetBlue, do you believe they can revive the strategy to build a competitive advantage (Today) over other US carriers?
Note that there are no right or wrong answers to the questions above. Work will be graded based on strength of the argument presented and data/research to back up the answers. Maximum length of 2 pages for the answers, in addition to the work cited page with the sources used as a reference. Case study are due electronically, via email, and in MS Word format by Thursday, February 17 6:00 PM.
Enclosed case study and data points.
Comments from Customer
Discipline: tourism marketing