In the coming weeks, JetBlue will unveil a whole new ad campaign that will try to take your mind off the fact that they are no longer a discount carrier, their seatback television screens are often broken, and, as happened on our redeye flight this weekend, "non-stop" flights between Burbank and JFK may actually include a stop over in Salt Lake City.
So goes the ad campaign: No longer will you be flying on JetBlue; you'll be jetting. They're classy-ing it up, up in here. New slogans include "Thanks for not flying on JetBlue," "Happy jetting," and "Flying is for pigeons."
And as one JetBlue staffer writes, gate agents and flight attendants will be forced to utter these phrases to the flying public.
Via electronic mail: "As an employee of NYC airline darling Jetblue, I have to say that the new 'Happy Jetting' slogan and campaign makes me want to run and hide. We employees were forced to accept ridiculous items that say catchy things like 'Flying is for pigeons.' The new slogan and campaign is a total waste of money and everyone… I mean EVERYONE…at work thinks its insulting, belittling and geared toward morons. Is this what the flying public responds to? If you can get your hands on the pamphlet we employees received, you will laugh and be confused and then maybe get mad. That's what I did. Apparently at Jetblue, we no longer fly, we 'jet.' Only cool people 'jet' while retards simply 'fly.' Do yourself a favor and get a hold of some of the advertising materials. You will die."
So we did.
The new campaign, rolling out soon, includes more than just flight attendants wishing you a "happy jetting" — there are two websites to go along with the promotion. HappyJetting.com explains the "rise of jettling" and the "decline of flying," though the site doesn't appear fully functional. And a post on a Yahoo message board explaining the new gimmicks also says BlueTube.com (like YouTube, but for jetting!) will have video clips, but that site appears to be a production company's homepage.
So if you can get your seatback TV to work, and you paid the $20 upgrade for extra legroom, enjoy your jetting experience! The rest of us will be in the back, merely flying.
Editorial Director
Wow…just wow.
For some strange reason, this "we're Jetting" silliness reminds me of that "Ghetto Delta" ad spoof from a few years back, here: http://www.youtube.com/watch?v=POouxuFPFxI
Sorry that you had a broken TV (you are entitled to a $15 voucher for that) and that your transcon flight had to make a technical stop for fuel. The percentage of flights that have to make unplanned stops is very, very low and usually only means a 30 minute delay. Irregardless, your bashing of JetBlue should be balanced with the very, very HIGH customer ratings the airline has received. How about an unbiased appraisal of the GOOD with the BAD?
And HAPPY JETTING? Seems like JetBlue is just trying to accentuate the VALUE you receive from flying on them versus the competition.
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JetBlue Ad Agency Spokesperson:
For the record, "Irregardless" is not a word (unless you live in New Jersey or Long Island). And it is fair enough to take the stance that the campaign blows, especially if it imposes embarrassing and humiliating speech on its employees.
One of the things that has been of great value to the company (in my experience as a very loyal customer of Jet Blue) is its employee's laid back and helpful attitude towards flyers, ehr jetters. Asking them to now demean themselves with some half-baked script may not affect how the feel and behave towards customers (appear more fake, less laid back, less able to personally relate to or help customers, etc.).
JetBlue needs to focus on what is important: its customers and employees, and making their lives better… and not on some BS campaign generated by and sold to them by some out of touch "creative" people.
$15 for no TV through a whole flight? Wow, how generous. Considering it is a key differentiator for JB I would assume it would command more of a response.
broken TV? hey, shit happens. i'm glad their compensating you for your shit. most airlines don't.
A thought that has occurred to me recently is why the major push in advertising in the Los Angeles market, if you are not going to fly out of LAX?
If this is a result of pulling your flight plans AFTER you already booked ad space, might this not be another example of poor business practice?
just saying is all…
Kevin
I have a question. Does anyone know where I can see all the posters for the Jetblue campaign online, especially the one that says "Jetting thinks you deserve a snack" and a latin guy is shown handing out a couple of juices??? It could help me out a lot.