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JetBlue Travel Products is a one-stop shop for all things vacation. A subsidiary of JetBlue Airways, JetBlue Travel Products is broken down into two groups: Vacations and Paisly. JetBlue Vacations allows customers to book flight + hotel and flight + cruise packages together, during their time of booking. I worked on the organic marketing team for JetBlue Vacations where I managed the jetbluevacations.com website, organic social media accounts, and marketing placements on jetblue.com amongst other things.
I have worked on multiple marketing campaigns, executing different digital content strategies on both web and social channels while weighing in our email marketing (using Responsys) to promote new and existing products. I focus on leveraging data to analyze consumer trends, utilizing a/b testing to segment target audiences, measure creative research, and drive results.
WEBSITE
While I work on the front-end of the JetBlue Vacations website, on a day-to-day basis I am editing and manipulating JSON and HTML codes to publish and update all of our web pages while ensuring SEO for all digital content pages.
Through the JetBlue Vacations' website, I updated, changed and managed content for weekly promotions, evergreen messages, and partner messaging on our homepage and almost every other product page.
FLIGHTS + CRUISE
Alongside the design and copy team, I created content pages for our newly launched product, flights + cruise. I created landing pages for each of our partner cruise lines: Carnival, Celebrity and Royal Caribbean (slides 1-3 + links to the right). These landing pages allow customers to learn more about each cruise line's unique value and which is the best fit for their trip.
In addition, I also helped launched our cruise destination pages to the Caribbean, Bahamas and Mexico (slides 4-6 + links to the right) allowing customers to view in detail what each destination has to offer before selecting the type of cruise they want to book.
FLIGHTS + HOTEL
I created content for new flight + hotel destination pages and updated existing ones to maximize SEO. I also updated promotional content in each destination, COVID guidelines, and more.
While flights + hotel and flights + cruise are our two biggest products, we have many other supporting pages to update and manage content on a weekly, monthly and quarterly basis.
JETBLUE VACATIONS PARTNERS
I also worked cross-functionally with non-cruise partners like Inter-Miami, Universal Orlando Resort, Walt Disney World, and Goldman Sachs to prioritize web content and marketing placements while tracking and measuring impressions and conversions.
SOCIAL MEDIA
I actively managed newly-launched Instagram and Facebook social media channels, and pitched, developed and produced static content and short videos resulting in over a 40% increase in follower growth in 4 months. I also worked with the JetBlue Airways team to post content on their Facebook, Instagram and Twitter channels.
JetBlue Vacations Instagram Reels
JetBlue Vacations Instagram Posts
JetBlue Vacations Instagram Stories
![organic-social-igs-rcl[3389808] (1).jpg](https://static.wixstatic.com/media/bf532a_129e9511d28145a79ec2c9ed5f096766~mv2.jpg/v1/fit/w_715,h_1275,q_90,enc_avif,quality_auto/bf532a_129e9511d28145a79ec2c9ed5f096766~mv2.jpg)
![organic-social-igs-celebrity[3389823] (1).jpg](https://static.wixstatic.com/media/bf532a_a7a91a45992440b5a3c23b892c7c0e12~mv2.jpg/v1/fit/w_715,h_1275,q_90,enc_avif,quality_auto/bf532a_a7a91a45992440b5a3c23b892c7c0e12~mv2.jpg)
![igs-1-option-2[5].JPG](https://static.wixstatic.com/media/bf532a_aea102e43a3442688997f93cb8be6b86~mv2.jpg/v1/fit/w_715,h_1275,q_90,enc_avif,quality_auto/bf532a_aea102e43a3442688997f93cb8be6b86~mv2.jpg)
![igs-2-option-2[13].JPG](https://static.wixstatic.com/media/bf532a_edabb2cd8fa24219aa13c69f6a67ad7d~mv2.jpg/v1/fit/w_715,h_1275,q_90,enc_avif,quality_auto/bf532a_edabb2cd8fa24219aa13c69f6a67ad7d~mv2.jpg)
![igs-3-option-2[45].JPG](https://static.wixstatic.com/media/bf532a_10a2f1e1f8e34fe18fa3261e58ddc3e2~mv2.jpg/v1/fit/w_715,h_1275,q_90,enc_avif,quality_auto/bf532a_10a2f1e1f8e34fe18fa3261e58ddc3e2~mv2.jpg)
JetBlue Vacations + JetBlue Airways Instagram Collabs
JetBlue Vacations / JetBlue Airways Facebook Posts
JetBlue Vacations / JetBlue Airways Twitter Posts
JETBLUE.COM
CROSS-SELL
Cross-sell are JetBlue Vacations' marketing placements located on the jetblue.com booking flow, or flights select page. The goal of this placement is to encourage customers who are booking a flight, to save more by bundling the two products (flights + hotel) together.
I managed the different template messages from evergreen copy to promo-specific messaging as well as conducting a/b tests to see what copy performed better and what type of image works better (e.g. image v. icon).
OTHER MARKETING PLACEMENTS
I managed our organic JetBlue Travel Products marketing placements on the jetblue.com homepage in the forms of promo blocks, marketing pods, and JTP containers (pictured under). These help increase brand awareness and click through rates for each of the different placements.
Messaging can range from generic Vacations messaging to partner placements like travel insurance and specific promotions. Clicking on one of these placements takes the customer to our jetbluevacations.com website where they can learn more about the product or directly enter the booking flow.
