Jet Blue Reclaims Its Mojo

Looking for an excuse for your business to be aggressive? Jet Blue just gave you one.

For one month - September 8th through October 8th - Jet Blue is offering an all-you-can-fly monthly pass for $599. And they didn't buy an expensive ad to tell us. They simply tweeted this offer with no hard cost and within three hours, it became the 3rd Top Trending Topic on all of Twitter with thousands of comments and re-tweets.

The pure brilliance of this campaign extends beyond the obvious cache acquired on social media sites. First of all, Jet Blue correctly identified its ideal customer base by realizing the aggressive, traveling, profitable businesses of 2009 are run by web-centric, tech-savvy entrepreneurs. These entrepreneurs don't read the print version of the New York Times - they are instead on Twitter, Facebook, Digg, etc.

Jet Blue knows they are dealing with smart people who appreciate other smart businesses and can easily adapt a one-month business strategy for new client pursuits in any city the airline services. With casual travel traditionally diminishing after the summer, Jet Blue is building loyalty among a targeted customer base that will be spending money this fall.

Secondly, it is obvious this campaign is partially designed to increase Jet Blue's frequent flier membership, as monthly pass-holders must become a True Blue members to book flights through this offer. Do the math - a bigger frequent flier base means better contracts with corporate partners like American Express...which means more money in the end.

While the low-cost airline featuring those leather seats with TV's had been somewhat listless in 2009, within a few short hours today, Jet Blue reclaimed all its lost mojo.