Aviation News

October 14, 2010

JetBlue to Unveil New ‘You Above All’ Marketing Campaign and Special New York Jets Plane Friday

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By: Matt Molnar
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JetBlue Airways is shelving their Happy Jetting slogan in favor of a new customer-focused campaign to launch Friday. The New York-based airline says their new You Above All slogan is part of their ongoing effort to “bring humanity back to air travel.”

“In so many ways, this exciting new marketing campaign speaks to the core of who we are as a brand,” said Marty St. George, senior vice president of marketing and commercial strategy at JetBlue. “You Above All is authentic. It’s transparent. It’s understandable. Quite simply, it’s very JetBlue. As we move into our second decade of service, You Above All underscores our commitment to always put people first, to bring humanity back to air travel. That’s a message we can all relate to, whether we take to the skies once a year or once a week.”

The new push, the first created by JetBlue’s recently-hired ad agency, Mullen, will appear online, in social media, in-flight and print spaces. One component will be a series of online videos called “Ground Rules” which feature “real people in real situations being deprived of things they’ve come to expect, such as legroom in a taxi, a full can of soda from a street vendor and free luggage storage in the trunk of a taxi.” JetBlue will sponsor a takeover of the Youtube homepage featuring these videos on Friday.

JetBlue began using the Happy Jetting pitch, created by the JWT agency, in May 2008.

In addition to the launch of the new marketing pitch Friday, JetBlue will unveil a special New York Jets livery plane at Kennedy Airport (JFK), marking the first complete special paint scheme in the fleet. Reportedly it will be a more extensive scheme than the designs found on the airline’s Real Salt Lake and Yahoo Blackberry ships.