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Mateo Lleras of JetBlue: Its important to understand the cultural variations of Hispanic consumers
13 de noviembre de 2012
Mateo Lleras, corporate communications manager at JetBlue Airways for Latin America and the Caribbean, talked with PRODU about how important acceptance by the Hispanic community is for his company.JetBlue, because of the geographic area it serves, is strongly linked to the Hispanic community. Having our base in New York, as well as two of our biggest operations in South Florida in Orlando and Fort Lauderdale and on the West Coast in the Los Angeles metropolitan area, means we not only have a very large base of travelers, but also the solid participation of employees of that descent, Lleras said.The executive said that for years the airline has done everything to make sure not only that all communications were bilingual, but also that the Web site and crew members on flights to and from significantly Hispanic destinations were as well. The Hispanic employees on our staff and our relationship with the community have made a big difference, since language is only a part of the mix, and understanding the cultural variations and deepening this relationship is extremely important for the company, he said.With regard to the brands efforts to communicate with the U.S. Hispanic and Latin American communities, Lleras said that most communications from the company are available in both English and Spanish. In 2011, JetBlue launched its first ad campaign in Spanish, targeting Puerto Rico and the Dominican Republic.
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