jetBlue | the gen z travel guide

This internship group project, with its main goal to establish jetBlue as Gen Z’s first-choice airline, lasted close to three months. With jetBlue's customers being 45 years old (on average) and concentrated in the northeast US and Florida, Generation Z travelers represent an emerging target that has its own perceptions, tastes, and needs regarding travel and the airline industry. Now is the time to not only make jetBlue relevant for this generation today but to make it their choice for the foreseeable future. The objective was to drive jetBlue airfare bookings by Gen Z travelers through a campaign that raises brand awareness and closes the deal by motivating transactions during the key holiday booking period (Oct-Dec). Project specs: 360 marketing campaign inclusive of target audience insights, strategy, creative idea, media approach, and measurement plan with ROI. Working media budget: $2,000,000 Team members: Dasha Peppler, Jacqueline Agnew, Julia Lokay, Jack Benjamin, and Dominique Fraenkel (myself).

As the incoming class of adults, only half of gen z have credit cards. They are actively building their credit score and have little to no credit history. Those who do have credit cards are unlikely to have travel cards. The travel cards they do have are typically bank cards instead of cobranded cards. Why? Because they can't get them.

This is a market untapped by both JetBlue and it's competitors.

Meet the JetBlue Destiny Card. A builders card, this card specifically targets Gen Z by allowing those with low credit or short credit history to open an account.

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