Challenge
Dispel negative perceptions of JetBlue held by media and consumers in Dominican Republic.

Solution
LINKS created a multi-tiered strategy allowing JetBlue to foster a relationship with key media in order to educate them on the company, address concerns, reinforce the airline’s commitment to the market and demonstrate an understanding of Dominican values, ultimately making the airline more approachable to consumers through the media. LINKS coordinated a familiarization trip for seven top Dominican journalists to visit JetBlue’s corporate headquarters in New York City. During the trip, the journalists were given a private tour of the airline’s operations, which included visits from top company executives, a behind-the-scenes look at system control, and a formal press conference that detailed the airline’s history, mission, work-method and Dominican-specific flight statistics and charitable initiatives. Furthermore, LINKS identified and established a relationship for JetBlue with a leading figure from the Dominican community in New York, Fernando Mateo, President of Hispanics Across America. Mateo co-hosted a private dinner for the group, alongside Dominican American politicians, all of which reinforced the importance of Dominican support for JetBlue. Fernando Mateo’s HAA organization also awarded JetBlue CEO Dave Barger with its Non-Hispanic Humanitarian Award in acknowledgement for the airline’s charitable work for the Dominican community.

Results
LINKS secured more than 25 media placements within one month of the familiarization trip. Feature articles were obtained in Santo Domingo Times, HOY, Ritmo Social from El Listín Diario, La Información, among others. Caribbean Travel Network will be airing a special video report of the trip.