JetBlue Airways Corporation: Jetblue Launch campaign
Rayna BaileyOVERVIEW
JetBlue Airways was the brainchild of David Neeleman, an aviation expert. It was Neeleman's third foray into start-up discount airlines; he launched the Salt Lake City, Utah-based Morris Air in the late 1980s and helped to develop WestJet, a Canadian low-fare carrier, in the mid 1990s. The key priorities for the new airline, according to an Advertising Agereport, was providing the "best coach for the best price" and remembering that quality service would result in return business and drive positive word of mouth from customers. The company's stated philosophy...