JetBlue’s Marty St. George on Why the Brand Isn’t Just a Fad

Posted on by Patty Odell

Marty St. George, JetBlue’s executive vice president of commercial and planning, wanted to make sure JetBlue didn’t become just a fad when he took the job 10 years ago.

Marty St. George
Marty St. George

Well, JetBlue is still an innovative brand and customers rave about the in-cabin TV service and extra legroom, two big perks that set the brand apart from competitors.

To continue its flight path, it uses digital to “test and target” and relies on local TV. St. George discusses the scary move to branded fares, how its new Mint service caught on with very little advertising and other marketing stuff. Read on …

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