JetBlue Vacations

Bi-weekly promotion campaigns

JetBlue Vacations runs bi-weekly promotions to advertise the vacation packages of 100+ destinations. The campaigns are the major revenue driver. I planned and executed the campaigns through working with the hotel partners, the creative team, the revenue management team and the legal team to ensure a perfect execution. ​Each campaign was tailored specifically to meet different market needs based on audience segmentation, such as origin, destination, seasonality, and audience's past engagement with JetBlue Vacations. Campaigns are launched via email (audience segmentation), scheduled social media posts (Facebook and Twitter) and on the Vacations site. I also tracked the campaign performance by looking at the click-through-rate, open rate, and social media engagement metrics.

Role / 

project management, marketing strategy & execution

Year /

2016

Campaign project management

I work with the creative team to make sure that the copy is light-hearted, fun and on-brand. Based on the types of the campaign, the campaign would be scheduled across different channels (Facebook, Twitter, IG, Email). After the campaign, we also track the performance which will be used for the next optimization. 

Role /

Project management, execution

Year / 

2016

Content strategy & redesign

In an effort to position the brand as a trustworthy travel partner and to increase customers' online engagement, JetBlue Vacations revised the content strategy and implemented a redesign on the site. I was responsible for the market research and the content strategy which led to a page redesign, which was proven to have increased engagement metrics by at least 10 percent.

Role / 

Market research, content strategy, project management

Year /

2016

Content Creation and Management

Content plays an important role when people research for their next vacation. Research found that people visited 38 sites to research vacation ideas. Great content not only provides useful information, serves the SEO purpose of bringing traffic to the Vacations site, but is also the first step to establish trust for our brand. To create better content, I overhauled 80% of the travel content of the Vacations site, updating and enriching the content for customers while keeping Vacations' search engine ranking position high. 

Role/

Copywriter and content management

Year/

2016

Influencer marketing

JetBlue Getaways and J. Crew Factory co-launched an brand awareness and email acquisition campaign. The campaign included a micro-site, email campaigns, social media posts and influencer posts. I was responsible for working with J. Crew Factory representatives to ensure the successful launch of the campaign and that the influencers posts and the social campaigns are executed as scheduled. 

Role /

campaign execution, messaging proofreading and edting 

Year /

2016

Charleston marketing video

The Caribbean has always been the first choice for many people when it comes to vacationing. In order to promote domestic destinations, JetBlue Vacations decided to launch its first domestic destination video of Charleston because of its rich history, fine dining and beautiful scenery. As a project manager, I was responsible for ideation, copywriting and offering editorial feedback in the actual filming and post-production process. Launched along with a promotion campaign, the video received 43K views. Watch the video now.

 

Role /

Project management, copywriting

Year /

2017

New York Times & Boston Travel Show

Supports the JetBlue Vacations booths at the New York Times Travel Show and the Boston Globe Travel Show to market the vacation packages.

Role /

Event assistant, customer interaction

Year /

2016, 2017

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