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Jet Blue Gets a B- on Spanish Language Website
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Jet Blue gets an A for effort and a B- for execution of their Spanish language website they opened for business this past Monday.
Due to recent expansion in Florida and to Puerto Rico and the Dominican Republic they felt compelled to offer a Spanish language website; http://hola.jetblue.com.
(Open picture on left to follow analysis.)
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To their credit, they didn't simply add "espanol" to the end of their .com as most companies mistakenly do. Also to their credit, the entire site, including navigation actually is in Spanish, something that is amazingly not true in many cases.
The theme is "hola." It is even in the address of the website. It is the central marketing message on the front page. In English it is "Jetting". Ok, not too clever but if that's it why not "volando" in Spanish? Hola? I don't quite get the "Hola" campaign. It just means "hi" or "hello". I have never seen an English language website make their lead marketing message, "hi". The message seems rather childish, and at least to me as a professional Latino a bit condescending.
There are several things I would have done differently but a major mistake is, (at least when I went to the site - see picture at time of analysis here.) highlighting trips from JFK to Long Beach, CA, New York to Orlando, and New York to Oakland. It would seem to me a better selection for their target market would be JFK to Puerto Rico, JFK to Dominican Republic, and MCO (Orlando) to Puerto Rico.
There are also a few translations that beg to be adjusted. "Chequea" is an anglicism and should be "Revisa". Always use correct Spanish. No one is offended by it. They also tell the viewer how proud they are to present the site. Why? Were they proud when they presented the English site. Personally, I also would have preferred the use of "usted" rather than "tu" which they denote in the word "presentarte." "Usted" denotes more respect and some people do not like to be referred to as "tu" in marketing. This is especially true for professional services.
The other thing I don't like about this site is that it is an exact replica of the English site as it relates to design, graphics and color scheme. Why not include a few pictures of countries of destinations for the target market? You know, ignite the passion of the homeland. Basically the site is simply a translation of the English site with very little marketing thought towards the target market outside of the translation which is good for the most part.
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posted by Ricardo González on July 2, 2008.
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