Awareness, Inc. Powers Online Web 2.0 Community for JetBlue

New Internal Training Web 2.0 Community is Key Element in Employee Education and Collaboration Initiative

WALTHAM, Mass. -April 29, 2008 -Awareness, Inc.,the leader in Enterprise Social Media, today announced that the company has built and deployed an internal Web 2.0 community for JetBlue University, the airline's main training function, so that crewmembers can share best practices on how to train other JetBlue crewmembers. The implementation is the latest step in JetBlue's social media strategy, and the first to leverage the Awareness platform and Web 2.0 tools.

With the Awareness platform, which offers a host of social media tools including blogs, wikis and tagging, JetBlue University is creating an entirely new medium for capturing and sharing important company knowledge and information, as well as enhancing collaboration on projects between employees in disparate programs and locations. The online community facilitates communication between the faculty members at the company’s three core training campuses: Flight crew training in Orlando, Florida; operations and technical crew training in Queens, New York; and reservation training in Salt Lake City, Utah.

"JetBlue is committed to fostering the most collaborative workplace possible, and encouraging crewmember input and creativity is a key element of our success," said Murry Christensen, director of learning technologies, JetBlue University. "Awareness serves as a strategic partner in helping us continue to innovate and give our crewmembers an easy and fun way to share their experiences, turning traditionally siloed knowledge into shared knowledge available to everyone in the company. We selected the Awareness platform due to the technology's ability to scale as our training needs grow, and its enterprise-ready features that enabled us to easily deploy it in a secure way."

"JetBlue has a reputation of innovation and leadership," said John Bruce, CEO of Awareness. "Their deployment of an internal Web 2.0 community to foster knowledge-sharing and peer-to-peer training of their crewmembers is consistent with that reputation. We're pleased to be working with JetBlue on this and follow-on Web 2.0 initiatives that will directly benefit their business."

About JetBlue
New York-based JetBlue Airways has created a new airline category based on value, service and style. Known for its award-winning service and free TV as much as its low fares, JetBlue is now pleased to offer customers Lots of Legroom and super-spacious Even More Legroom seats. JetBlue introduced complimentary in-flight e-mail and instant messaging services on aircraft "BetaBlue," a first among U.S. domestic airlines. JetBlue is also America's first and only airline to offer its own Customer Bill of Rights, with meaningful and specific compensation for customers inconvenienced by service disruptions within JetBlue's control. Visit for details. JetBlue serves 53 cities with 550 daily flights. New service to Los Angeles International Airport begins in May. With JetBlue, all seats are assigned, all travel is ticketless, all fares are one-way, and an overnight stay is never required. For information or reservations call 1-800-JETBLUE (1-800-538-2583) or visit

About Awareness
Awareness helps companies build and operate branded Web 2.0 communities. These online communities let customers, prospects, employees and partners connect with each other and share content. At the core of the Awareness solution is an on-demand social media platform that combines the full range of Web 2.0 technologies - blogs, wikis, discussion groups, social networking, podcasts, RSS, tagging, photos, videos, mapping, etc. - with security, control and content moderation. Awareness builds these features into complete communities for companies, or customers use the Awareness API and widgets to integrate Web 2.0 technologies into their own web properties. Major corporations such as McDonald's, Kodak, the New York Times, Northwestern Mutual and Procter & Gamble use Awareness to build brand loyalty, generate revenue, drive new forms of marketing, improve collaboration, encourage knowledge-sharing and build a "corporate memory." For more information about Awareness, visit

Media Contact
Jennifer Gazin or Virginia Zimpel

Awareness Contact
Eric Schurr

JetBlue Contact
Corporate Communications