jetBlue

PROJECT OVERVIEW:

Reflecting JetBlue’s mission to inspire humanity by providing kind, compassionate service to customers, JetBlue content will empower readers to explore cities and hidden locales they didn’t know about. Whether it’s a fun article on the top restaurants to check out, or an itinerary of unique things to do during a weekend getaway to a JetBlue city, content will drive readers to the new JetBlue blog, Out of the Blue, and position it as an authoritative, trusted source for travel information and inspiration.

WHO THE JETBLUE READERS ARE:

  • Men and women
  • 25 to 45 years old
  • Career-driven, but finds importance in maintaining a work-life balance
  • Flies for business and leisure
  • Smart, stylish, capable and proactive thought leaders
  • Tech-savvy and socially connected via phone, tablet and laptop
  • Travels solo, in pairs or groups  
  • Family- and friend-oriented; often travel to visit friends and family
  • Progressive, self-assured, refined, entrepreneurial, sociable, creative
  • Money smart: budget-conscious but also willing to spend on high-value purchases 
  • Mix of both savvy and novice travelers

THE JETBLUE VOICE IS:

Beyond the JetBlue brand personality (Nice, Fresh, Smart, Stylish and Witty), the JetBlue voice is:

  • Personable but factual
  • Friendly and positive
  • Professional, credible and real
  • Instructional and actionable 
  • Clever, candid and concise
  • Knowing without being a know-it-all
  • Conversational and engaging
  • Refreshing and inspired

 

THE JETBLUE VOICE IS NOT:

  • Wordy or over-the-top descriptive
  • Dull and uninspired 
  • Unremarkable
  • Offensive and unprofessional 
  • Elitist, discouraging or negative 

ARTICLE DOS: 

  • Write from a locals-only perspective. Include insider knowledge and tips to be as helpful as possible.
  • Be concise. Avoid long blocks of paragraphs; instead, break them out into mini/snackable, easily-digestible paragraphs (approx. three to four sentences long).
    • Your goal should be to create chunks of information that can stand on its own yet fit into the main story. 
  • Focus on quirky, interesting and fun facts/destinations; avoid obvious statements, observations or attractions.
  • Keep subheads catchy, playful, engaging and memorable
  • Write factual, actionable content with useful, practical tips. Show, don’t tell.

Example of JetBlue Voice:

A Beach You’ve Never Heard Of

If you’re in the mood for some outdoorsy fun, stroll, swim or boogie board along the coast of El Moro Beach. This local’s favorite is a well-kept secret -- unless you know where to look: It’s accessible through a walkable underground tunnel tucked just off the Pacific Coast Highway, between Newport Beach and Laguna. Park in the lot behind the beach-bluff campground, and don’t forget to have some cash handy; parking costs $15 for a relaxing day of sun and sand. 

ARTICLE DON’TS:

  • First person voice
  • Fluff content and unnecessary details or descriptions 
  • Unsupported claims 
  • Encyclopedic, Wikipedia-esq or overly exhaustive  

Avoid Any Travel Clichés, Including:

  • Best-kept secret
  •  Ambiance
  • Something for everyone
  • To die for
  • Off the beaten path
  • Libation
  •  Frolic
  • Thrill seeker
  • Rich in history
  • Friendly locals
  • Vibrant culture 

JETBLUE EDITORIAL STYLE:

  • Crewmembers NOT employees
  • Customers/travelers NOT passengers

ADDITIONAL EDITORIAL RULES:

  • All content should be enjoyable to read and have a lively, knowledgeable and confident voice.
  • All content should be written using AP Style.
  • Call/confirm all businesses to make sure they’re still in business.
  • Choose official tourism sites over commercial, e-commerce sites. 

ARTICLE FORMATS AND WORD COUNT:

Topic View: List-based that provides the most essential information, either in synopsis, thematic or paragraph form; 400 words max (do not exceed word count).

Listicle: Overview of a topic or theme in list-like form; six sections; 400 words max (do not exceed word count). 

JETBLUE PHOTO GUIDELINES:

PLACES: The ideal JetBlue destination photo makes you want to drop what you’re doing, pack your bags and book the first flight (on JetBlue, of course) out of town. 

LANDSCAPE Seek the stunning, inspiring shots. Landscape photography captures the essence of the destination and makes viewers feel like they can plop themselves right in the middle of the photo. It’s why we prefer clean, directional, scenic photos that do not include people in them. Avoid the stock or generic view—always strive for a new, original take on a city or nature scene. 

CULTURE When telling the story of a destination through snapshots of its fine art, architecture, history, music, food or attraction, we want to ensure the focus is clear, the cropping is appropriate, and the tone is warm and vibrant. Images of people are only allowed if they display the culture and character of the destination. 

Do’s: 

  • Follow photo composition rules – horizontal at 300 PPI. At least 1200 pixels wide.
  • Keep it real.
  • Try to reflect the culture or ambiance.
  • Capture the moments (candid not staged). 
  • Tell relevant stories.
  • Not overly formal.

Don’ts

  • Cliché airline imagery.
  • Clouds.
  • Bad stock/lifestyle photography.
  • Cheesy animals and people.
  • Over formality.
  • Unnatural-looking photo editing.
  • Textural filters.
  • Non-JetBlue planes.
  • Super busy setting with no clear focal point.
  • Photography that conflicts and contradicts with our brand personality—smart, fresh, witty, stylish and nice.

Other Considerations: 

  • Storefronts are great when they have character. Shooting straight on is not often the most interesting angle.
  • Street art is great and anything that gives a destination character. 
  • Ambience is important.
  • People should never be the focus unless relevant to the culture. Please try to remove people from imagery as much as possible when it's a landscape shot, can include people and make them the focus when talking about sporting activities. For restaurants/shops/local businesses, people are OK as long as it adds to ambience. Try shooting at less busy times to avoid large crowds. Model releases must be submitted if any recognizable faces appear.
  • Location releases must be secured when shooting on or in private property.

 

Good examples:

 

 

 

 

 

 

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