Relevancy: differences at a national & local level

Another one of Costa’s four marketing principles was relevancy. I decided to see what JetBlue and Kilroys did in order to stay relevant to their audiences. What I found is that relevancy depends on how broad your audience is. JetBlue has a national audience so they have to stick with things that are relevant at a national level. As I was searching through their Twitter feed I found the way they do this is through holidays and other widely recognized markers, like the changing of the seasons. Below you’ll see some tweets they did for Valentines day, April Fools Day and the beginning of spring. And they don’t just say “Happy Valentines Day,” “Happy Spring,” etc. They find ways to tie it in with their company, like welcoming spring with “open wings” and offering flight credits for those with April Fools birthdays.

April Fools Spring Valentines

Kilroys, on the other hand, is local and therefore they can be more specific with their relevancy. They focus on things they know their specific customers, IU Bloomington students, care about. The examples I found were basketball, Little 500 and returning from Spring Break.

Spring Break Return Little 500 Band Basketbal Hoosiers


As Costa said, it’s important to stay in touch with what your specific consumers want and need. For JetBlue, tweeting about Little 500 or IU basketball would be irrelevant to the majority of their consumers and that would create a disconnect. However, at a local level it’s good to be aware of the culture surrounding you. Tweeting about things relevant at a local level can let consumers feel you really know them and the community and help to connect with them on a deeper level.


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