The Wright Brothers first took flight but JetBlue is using the ‘Alright Brothers’ to describe what’s wrong with fly on other airlines as part of their new campaign that seeks to describe what’s different about the airline.
Most airline advertising fails because it doesn’t tell you why you should fly the airline or because it can’t do so with a straight face.
Here’s one spot of the campaign:
Flying JetBlue domestically is a little bit better than flying coach on United, American, or Delta. They offer a little bit more legroom, like Delta they offer seat back video, and they offer free internet.
Most people don’t realize that Southwest Airlines carries more domestic passengers than any other airline. Flying Southwest is also better, employees don’t hate their jobs and they give you a little more personal space.
However JetBlue isn’t nearly as good as it once was, they even led last year’s checked bag fee increase. They’ve squeezed seats, just not as much. And their Achilles heel is operational reliability,
- They are generally in the bottom half of the industry in on time operations
- They don’t interline with other domestic carriers, so when flights cancel you’re stuck waiting for another JetBlue flight which can even take days
- They have even had historically higher rates of involuntary denied boarding than other carriers, even with a policy of not overbooking their cabins (this is because of changing aircraft, swapping to planes with fewer seats than they’ve sold).
And of course JetBlue can barely be said to have a loyalty program.
I do think that Southwest and JetBlue and to some extent Alaska are better than Delta which is better than American (which I’d fly over United because I care about working internet). However make no mistake: JetBlue has worked hard to become more like its legacy competitors in recent years, not less like them.
What I respect more than an ad campaign though is action. Alaska and Delta make a performance commitment delivering checked bags and compensation you if they fail to meet that. I’d love to see JetBlue make a commitment and advertise it.