JetBlue seems to be kicking up their marketing tactics into high gear. Just a few weeks ago the airline started selling tickets on Ebay, and coming up in the next few weeks will be sponsoring “happy hour fares” in several target cities.
According to JetBlue spokesman Morgan Johnston, the airline will be setting up a happy hour bar-eqsue setting in select locations around the cities where people can mill about and see special last minute fares that will only be available at that location. Tickets will be available on a first come first serve basis for upcoming last minute weekend fares, and as customers see fares they like published on a blackboard, they can jump on the tickets on the spot.
Whether JetBlue will dynamically adjust the price of their last minute fares based on demand is an interesting question. Depending on how many people show up to the events, they may have a hard time selling strange flights at strange times. Or maybe people will just get excited and buy anything.
The overall goal, however, is pretty clear: get a group of dedicated JetBlue customers isolated, fired up about travel and in the spending mood then throw some tickets to the fray — let the excitement of the moment overtake any reasonable doubts on prices. The same thing applied to the earlier sales on Ebay — nobody really got a good deal, but in the heat of the moment, winning an auction is much more fun than saving on tickets.
Today’s happy hour takes place in Washington DC, between 3:30 and 6:30 PM at the Reston Town Center Pavilion (11900 Market Street at the intersection of Discovery St.) Let us know how the the sales go and if it’s a good deal we’ll post more dates.