JetBlue's digital efforts require dozens of companies

JetBlue's digital advertising attempts have led it to 40 ad and technology partners, including mobile specialists and ad-exchange purveyors. One campaign required five companies to collectively target video sites, reach social media and enable voice recognition. Still, JetBlue will spend a majority of its budget on digital because it's "where the customer is and how they want to interact," said JetBlue marketing executive Marty St. George.

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