Post on 31-Mar-2016
description
transcript
JetBlue New Route Launch
Medellin, Colombia
June 13, 2013
Overview
On June 13, 2013, JetBlue announced its 79th city, Medellin, Colombia, with daily nonstop service from
Fort Lauderdale, FL. An array of in-airport and pre-flight activations kicked-off the inaugural flight to the
tune of excited customer response. JetBlue’s Core Media Team conducted press outreach both stateside
as well as with core Latin America press outlets to secure placements that would drive awareness and
create buzz around the new route. Secured coverage was overwhelmingly positive with approximately
80% of the coverage reflecting “very postitive” sentiment scores.
Press Coverage
57 total placements
40 million total impressions
$15,000+ total estimated publicity value
80% of coverage was deemed very positive
How do we track sentiment?
The editorial "attitude" a news item conveys. Coded on a five point scale where:
5 = Very Positive 4 = Somewhat Positive 3 = Neutral/Balanced 2 = Somewhat Negative 1= Very Negative Tone ratings are based on how the "attitude" conveyed might influence a reader/viewer's decision to do business with a company, or buy its products.
Coverage Sentiment
Very Positive(46 articles)
Somewhat Positive(11 articles)
Outlet Media Type Tone Reach
Publicity
Value Source URL
CercAziende.it News Web Sites Very Positive 1,879 $14.00 http://www.cercaziende.it/italy/it_IT/prnewswire.html/show/362316
Comunitalia News Web Sites Very Positive 485 $14.00
http://www.comunitalia.eu/italy/it_IT/prnewswire.html/show/118477/pre
vPage/1
DCI Online Print Version Very Positive 77,000 $112.32
http://www.dci.com.br/pr-newswire/jetblue-inicia-voo-sem-escala-de-fort-
lauderdale-para-medellin-id350964.html
Digital Journal.com News Web Sites Very Positive 384,627 $459.73 http://www.digitaljournal.com/pr/1304671
El Mundo News Web Sites
Somewhat
Positive 8,175 n/a
http://www.elmundo.com/portal/noticias/economia/hoy_llega_al_jose_m
aria_cordoba_la_primera_aerolinea_norteamericana.php
El Tiempo.com Online Print Version Very Positive 220,729 n/a http://www.eltiempo.com/archivo/documento/CMS-12868094
elColombiano.com Online Print Version
Somewhat
Positive 893,515 $131.21
http://www.elcolombiano.com/BancoConocimiento/L/la_aerolinea_jetblue
_llega_este_jueves_a_medellin/la_aerolinea_jetblue_llega_este_jueves_a_
medellin.asp
News Americas Now Blogs Very Positive - $20.56
http://ct.moreover.com/ct?haid=a6574a8ce19ec1c713711697575739179c5
df551e4e50&co=f000000009816s-1158206718
Sport Balla News Web Sites Very Positive 25,955 n/a
http://www.sportballa.com/2013/06/jetblue-airways/route-launches-
lauderdale-medellin-jetblue-festivities
Terra News Web Sites Very Positive 75,411 n/a
http://economia.terra.com.co/noticias/noticia.aspx?idNoticia=2013061400
43_EFE_18463338
Today Colombia News Web Sites Very Positive 1,615 n/a
http://todaycolombia.com/2013/06/13/jetblue-launches-nonstop-fort-
lauderdale-medellin-flight/
Unipymes.com News Web Sites Very Positive N/A n/a
http://www.unipymes.com/llega-la-aerolinea-norteamericana-jetblue-al-
aeropuerto-internacional-jose-maria-cordova/
voxpopuli.net News Web Sites Very Positive N/A n/a
http://voxpopuli.net/arrancaron-vuelos-diarios-sin-escalas-entre-fort-
lauderdale-y-medellin/
AguasDigital.com News Web Sites Very Positive 1,985 $14.00 http://aguasdigital.com/actualidad/leer.php?idnota=5394292&efenew=1
ALLVOICES Social Networking SitesVery Positive 395,055 $14.06
http://www.allvoices.com/news/14801249-jetblue-launches-
lauderdalemedellin-route-with-festivities
AviationPros.com News Web Sites Very Positive 70,346
http://www.aviationpros.com/news/10961472/some-passengers-arriving-
thursday-at-fort-lauderdale-hollywood-international-airport-to-board-
jetblue-airways-flight-541-to-medellin-colombia-were-wondering-what-all-
the-commotion-was-about
Bloomberg
Businessweek Online Print Version Very Positive 9,416,938 $4,785.59
http://investing.businessweek.com/research/markets/news/article.asp?doc
Key=600-201306132240KRTRIB__BUSNEWS_61810_61191-1
Cadena Super News Web Sites
Somewhat
Positive 89,273 $36.63
http://cadenasuper.com/index.php?option=com_content&view=article&id
=9717:jetblue-llega-a-colombia&catid=111:-internet
Colombia MSN News Web Sites Very Positive 4,667 $14.00
http://noticias.latam.msn.com/co/colombia/articulo_efe.aspx?cp-
documentid=258428604
Diario AND News Web Sites
Somewhat
Positive 40,385 n/a
http://diarioadn.co/medell%C3%ADn/mi-ciudad/jetblue-en-
medell%C3%ADn-1.64118
Dinero.com News Web Sites Very Positive 102,380 $20.96 http://www.dinero.com/Imprimir.aspx?idItem=177851
El Nuevo Herald Online Print Version Very Positive 251,522 n/a
http://www.elnuevoherald.com/2013/06/13/1499472/jetblue-une-
medellin-con-fort.html
elColombiano.com Online Print Version Very Positive 893,515 $310.93
http://www.elcolombiano.com/BancoConocimiento/J/jetblue_aterrizo_con
_tarifas_bajas_en_vuelo_directo_medellin-
florida/jetblue_aterrizo_con_tarifas_bajas_en_vuelo_directo_medellin-
florida.asp?cookie
elmundo.es Online Print Version
Somewhat
Positive 1,176,242 $254.39
http://www.elmundo.com/portal/noticias/economia/hoy_llega_al_jose_m
aria_cordoba_la_primera_aerolinea_norteamericana.php
elNuevoHerald.com Online Print Version Very Positive 17,634,815 $3,248.86
http://www.elnuevoherald.com/2013/06/13/1499472/jetblue-une-
medellin-con-fort.html
eTurbo News News Web Sites Very Positive 436,460 $338.34
http://www.eturbonews.com/print/35455/jetblue-launches-nonstop-fort-
lauderdale-medellin-flight
Ground Support
Worldwide Online Print Version Very Positive 62,392 $33.59
http://www.aviationpros.com/news/10961472/some-passengers-arriving-
thursday-at-fort-lauderdale-hollywood-international-airport-to-board-
jetblue-airways-flight-541-to-medellin-colombia-were-wondering-what-all-
the-commotion-was-about
Individual.com News Web Sites
Somewhat
Positive 30,104 $14.00
http://www.individual.com/storyrss.php?story=177459942&hash=6336884
51a3106702939ab9c7edb4b82
Informacion Online Print Version Very Positive 1,939 $14.00
http://noticias.lainformacion.com/economia-negocios-y-
finanzas/transporte-aereo/la-estadounidense-jetblue-inaugura-ruta-entre-
fort-lauderdale-y-medellin_R1lRCKI9qvYTLfXtOkR4C2/
MENAFN.COM News Web Sites Very Positive 14,348 n/a
http://www.menafn.com/6538510d-1b76-468e-8890-
7306dd775e1c/JetBlue-launches-nonstop-Fort-LauderdaletoMedellin-
service?src=main
Noticias Colombianas News Web Sites
Somewhat
Positive 25,576 $14.00
http://noticiascolombianas.blogspot.com/2013/06/llega-la-aerolinea-
jetblue-al.html
Publimetro Online Print Version Very Positive 3,565,986 $1,485.30
http://www.publimetro.com.mx/clasificados/la-estadounidense-jetblue-
inaugura-una-ruta-entre-fort-lauderdale-y-medellin/emfn!2061766/
SunSentinel.com Online Print Version Very Positive 1,389,924 $705.11
http://www.sun-sentinel.com/business/fl-jetblue-lauderdale-medellin-
inaugural-flight-20130614,0,5868162.story
Terra Colombia News Web Sites Very Positive 100,667 $20.96
http://economia.terra.com.co/noticias/noticia.aspx?idNoticia=2013061400
43_EFE_18463338
washington.holaciuda
d.com Online Broadcast VersionVery Positive - $65.73
http://www.holaciudad.com/la-estadounidense-jetblue-inaugura-una-ruta-
fort-lauderdale-y-medellin-n323314
Yahoo Colombia News Web Sites Very Positive 17,879 $14.00
http://co.noticias.yahoo.com/estadounidense-jetblue-inaugura-ruta-fort-
lauderdale-medell%C3%ADn-
004300104.html;_ylt=AwrICtsUd7pRnRQAHwAoucl_;_ylu=X3oDMTRmMDlh
OXEwBG1pdANMSVNUUyBNaXhlZCBUb3AgU3RvcmllcwRwa2cDOWE4NzI3
OWEtZDQ4Ni0zMzkxLWFjNzYtOWZmNDBiNzkxZTY3BHBvcwM0BHNlYwNNZ
WRpYUJMaXN0TWl4ZWRMUENBVGVtcAR2ZXIDZjlhZTVkMDItZDQ4Yy0xMW
UyLThmNWYtMTk3OGJmM2IyNzAx;_ylg=X3oDMTE5OG9iY2poBGludGwDY2
8EbGFuZwNlcy1jbwRwc3RhaWQDBHBzdGNhdAMEcHQDcG1o;_ylv=3
Yahoo! en Espanol News Web Sites Very Positive 1,174,955 $219.60
http://es-us.noticias.yahoo.com/estadounidense-jetblue-inaugura-ruta-fort-
lauderdale-medell%C3%ADn-004300104.html
Yahoo! Finanzas News Web Sites Very Positive - $310.57
http://es-us.finanzas.yahoo.com/noticias/jetblue-lanza-su-vuelo-directo-
194500635.html;_ylt=AwrHgaBIfrpRUwsArwMxk8hG;_ylu=X3oDMTNtZmNy
MnZ2BG1pdANOZXdzIE1hcmtldHMEcGtnAzg0ZjFmYzZmLTIyMWYtMzM3Yi0
5ZmJkLTEwZDYzMWJjMDljNARwb3MDMwRzZWMDdG9wX3N0b3J5BHZlcg
MyM2RlODAwMC1kNDUxLTExZTItOGRiNy1hN2I1N2NlNzM4ODQ-
;_ylg=X3oDMTFtMjYxYmd0BGludGwDdXMEbGFuZwNlcy11cwRwc3RhaWQ
DBHBzdGNhdANub3RpY2lhcwRwdANzZWN0aW9ucw--;_ylv=3
Yahoo! Noticias
Argentina News Web Sites Very Positive 12,788 $14.00
http://ar.noticias.yahoo.com/estadounidense-jetblue-inaugura-ruta-fort-
lauderdale-medell%C3%ADn-004300104.html
Yahoo! Noticias
Argentina News Web Sites Very Positive 12,788 $17.78
http://ar.noticias.yahoo.com/jetblue-lanza-su-vuelo-directo-
194500635.html
Presna News Web Sites Very Positive N/A n/a
http://www.prensa.com.co/jetblue-aterrizo-con-tarifas-bajas-en-vuelo-
directo-medellin-florida
Brasilturis Jornal Online Print Version Very Positive 157 $14.00
http://www.brasilturis.com.br/noticias.php?id=10668¬icia=jetblue-
inicia-voo-sem-escala-de-fort-lauderdale-p
Business Travel
Magazine News Web Sites
Somewhat
Positive 117 $14.00 http://www.businesstravel.com.br/hotnews_desc.php?cod=27068
Caribbean Journal News Web Sites Very Positive 21,816 n/a
http://www.caribjournal.com/2013/06/15/jetblue-continues-regional-
expansion-with-service-to-medellin/
elColombiano.com Online Print Version
Somewhat
Positive 893,515 $492.25
http://www.elcolombiano.com/BancoConocimiento/J/jetblue_llego_a_mar
car_diferencia/jetblue_llego_a_marcar_diferencia.asp?cookie
Travel Daily News News Web Sites
Somewhat
Positive 235,104 $170.95
http://www.traveldailynews.com/news/article/55251/jetblue-launches-fort-
lauderdale-medellin-nonstop
Nuevo Herald Daily Newspaper Very Positive 53,924 $187.93
South Florida
Business Journal Magazine Very Positive 8,643 $37.55
Airline Industry
Information Daily Newspaper Very Positive - $252.55
El Colombiano Daily Newspaper Very Positive 27,000 http://www.siglodata.co/s/junio/20130614CL000000196.pdf
South Florida Sun
Sentinel Daily Newspaper Very Positive 140,468 $1,095.23
White Mountain
Business News Magazine Very Positive 10,000 $27.88
Caracol Radio Radio Very Positive N/A N/A
La W Radio Very Positive N/A N/A http://www.siglodata.co/s/junio/20130613WO11.wma
La W Radio Very Positive N/A N/A
http://colombia.mmi-
e.com/portal/radio/hash/d5e467c5176282239c5f74afa8107519/5/1371168
118/20130613WG03.WMA
RCN Radio Radio Very Positive N/A N/A
http://colombia.mmi-
e.com/portal/radio/hash/3a0a5ae4812c777d648096ee97596dfe/5/137116
8118/20130613RP14.WMA
Telemedellin TV
Somewhat
Positive N/A N/A
http://colombia.mmi-
e.com/portal/tv/hash/37f9be01ca90da5e5ba0aae015e0242b/5/137116811
8/201306139P12.WMV
Total 57 40,003,064 $15,010.56
Customers enjoyed pre-flight activities before boarding the inaugural flight to Medellin