Barely two weeks have passed since the original All You Can Jet passes expired. The memories of my trips – 25 flights across 19 cities and over 25,000 miles – are still fresh in my mind. The three hour tour of San Juan by the light of the moon, driving through a monsoon between Austin and Houston and racing across the Bay from Oakland to San Francisco stand out particularly vividly.
And yet the best thing I can think of right now about the month I spent crisscrossing North America is actually the future: the next AYCJ experience and how I’ll make it even better. That’s right, I’m looking for a repeat of this phenomenal event and I’m pretty confident that it is coming.
Why? Because it wasn’t just great for the customers. It was also a big win for jetBlue. The airline reported their financial results for Q3 earlier in the week and they actually made money, a rarity in the airline industry. More significant, however, is that the AYCJ was actually part of the profit, not just a marketing boondoggle. While they wouldn’t release specific numbers related to the pass there were some interesting comments made about it by CEO Dave Barger including these juicy nuggets:
- The program was “revenue positive” for the airline, plus the invaluable marketing and online buzz generated by the offering.
- “[AYCJ was] by far the most successful promotion in our history.”
- “The loyalty that this further built for the jetBlue brand exceeded our expectations.”
- Approximately 50% of AYCJers were new members of the TrueBlue program.
So the program was profitable. It cast jetBlue in a positive light in the media, among customers and with its employees. And it brought in new customers. There’s no reason not to repeat such an event.
Plus, some of the marketing folks have hinted that it is going to be coming back. I’ve got my credit card ready to go and my bag is rarely unpacked enough that it’ll take more than 30 minutes to be out the door. I’m really looking forward to those memories.
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