JetBlue's All-You-Can-Jet Pass Considered a Success

Last Updated Oct 16, 2009 10:12 AM EDT

You likely could have figured out from the early press it got that JetBlue's All-You-Can-Jet pass would be a success, but now we have JetBlue Senior VP Marketing & Commercial Marty St George talking about it in more detail. This was a rock star of a promotion.

For those living in a cave, let me explain. JetBlue, knowing that the notoriously slow month of September would likely result in plenty of empty seats, came up with the All-You-Can-Jet Pass which would allow unlimited flying on the JetBlue network for about $600 for the first month after Labor Day.

There was an initial explosion in press over this promotion. People all over were signing up, and Wired mag even sponsored Terminal Man to write about his journey. There were some people concerned that this was a gimmick and JetBlue would shut off availability, but that criticism disappeared quickly. Instead, most people who heard about the promo remember it as being something fun and very brand-relevant for JetBlue. Good news all around.

Aviation Week's Benet Wilson sat down with Marty St George and wrote a good blog post on the subject. Despite the artsy, silent, pensive side view shot of Marty in the post, he seems pretty animated in the interview.

It was a "home run out of the park." Apparently the product was bought by a much larger demographic than expected.

We thought it would all be 20- to 30-somethings, but we had business people, commuters and even older affluent couples.
In the end, JetBlue was not only able to fill seats and generate a ton of great press for the brand, but the airline was also able to get people to try the airline when they might not have done so otherwise. Sounds like a winner to me, and I imagine we'll see more like this coming from them.