CMO Connections

Video Interview With JetBlue CMO Andrea Spiegel

The Second in Point's 'CMO Connections' Video Series

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NEW YORK ( -- Launched in February 2000, JetBlue rocked the industry with its marketing strategy of combining low fares with luxury amenities for all fliers in a one-class system using exclusively electronic tickets. Headquartered at New York's John F. Kennedy International Airport, the company, which did $1.7 billion in sales in 2005, has 9,000 employees and 95 aircraft flying among more than three dozen cities in the U.S. and the Caribbean.

Creature comforts
In an industry notorious for stripping away creature comforts, 6-year-old JetBlue continues to provide its customers with leather seats, 36 channels of DirecTV, first-run movies, gourmet coffee and brand-name snacks. But like its competitors, it is struggling with skyrocketing fuel costs that have eroded its profit margins.

In March of 2005, JetBlue installed Andrea Spiegel as its new marketing chief heading up all sales and marketing activities, including branding, product development, research, sales and distribution, advertising, promotions, interactive marketing, and marketing partnership programs.

Point editor Jennifer Rooney recently sat down with Ms. Spiegel as she approached her 18th month on the job and as the airline pushes forward with plans to enhance its image and expand its operations with a new terminal at JFK in the first quarter of 2009.

Previous experience
For eight years, Ms. Spiegel ran her own travel and luxury-goods marketing firm, AKS Communications, with a client list including Virgin Atlantic Airways, Cunard Line, American Express and Nota Bene Publishing.

Immediately prior to joining JetBlue, she worked with Virgin USA, developing the brand identity and marketing plan for its proposed U.S. domestic airline venture, Virgin America. Before starting AKS Communications, Ms. Spiegel was VP-marketing for Cunard Line, director of marketing for Virgin Atlantic Airways, and marketing and advertising manager for Avis Rent A Car.

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