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Crisis Management Essay

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Complex Communications and Promotion Plan.
AZUL Linhas Aereas Brasileiras – new U.S. to Brazil service

Juraj Toma
CCPP
MK 403
Ivan Žáry
December 7, 2014

PART I. Introduction

About Azul

Azul Linhas Aereas Brasileiras (Azul, which is Portuguese for “Blue”) is a commercial
air carrier in Brazil, started by David Neeleman, the former JetBlue founder and CEO, who holds
dual U.S.-Brazilian citizenship and who was born in Brazil to American parents. Azul was
established to reproduce JetBlue’s success in South America’s largest air transportation market
(Brazil), by bringing affordable air travel to masses, while still treating customers decently and
offering them an overall good flying experience. Azul’s model is based on a hybrid-LCC (low
cost carrier) premise, which means reducing cost by increasing efficiency (in scheduling,
operations, distribution, productivity) but offering legacy carrier-like product, but at fares
comparably lower to those of established legacy carriers (TAM, GOL, AVIANCA).
Azul initially started operations with a fleet of Embraer E190 family of regional jets,
which are acclaimed for its cost efficiency while offering mainline aircraft comfort. These
aircraft (E190 and E195) carry 90 to 110 passengers in a 2-2 seating configuration, so every
passenger has either a window or an aisle seat – there are no dreaded middle seats - and the floor
space per seat (per seat square footage) is comparable and virtually the same as that of Boeing
737 or Airbus A320 aircraft families, unlike the case of previous generations of regional jets
such as Bombardier’s CRJ family which are and feel more crowded and uncomfortable. Also the
overhead bins on E-Jets are spacious and comparable in size to those found on mainline aircraft.
For this reason, customers experience the same comfort as when they fly Boeing 737s and
Airbus A320s aircraft, and they quite fancy flying on the Embraer E190 jet family. This means

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