How JetBlue uses influencers as focuses in support of broader tactics

JetBlue, the air carrier, is using a nuanced influencer strategy as it seeks to connect this element of its marketing to its wider efforts at brand building.

“Blue Really Got Me Goin’”. “Blue Suede Shoes”. “C'est la Blue”. “Don't Mind if I Blue”. “Ha-Blue Espanol”. “Mo’ Betta Blues”.

Welcome to the world of Elizabeth Windram, JetBlue’s vp/marketing (and a self-described “Blue Yorker”) who leads global brand strategy, advertising, content, social media, and product development for the air carrier. She is also charged with driving social chatter among some of the brand’s most important influencers – its pilots and crews – as part of the company’s annual “Name the Plane” contest.

When a new aircraft comes into service, a name – most often a none-too-subtle pun – is pegged...

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