Blue-er, Better, Boston.

Manifesto:

At JetBlue, we’re always striving to elevate 

And because growth and betterment define this city, 

we are taking some of that good ol’ Boston charm 

and going bluer and better for all of you.

Bluer means brand new planes.

It means wider seats.

And overhead bins larger than the Charles Rivah’.

We are talking about more non-stop destinations than any other airline.

Supporting the local community by hiring over 8,000 Bostonians and New Englanders.

And adding even more flights in and out of Boston.

So Easties, Southies, and Nor’easters pack your bags. Townies too.

Stretch your legs and say your see ya lata’s.

It’s time to jet through bluer and better skies with JetBlue.

This idea leans into JetBlue’s relentless effort to never stop improving for Boston. This campaign uses some of that Bostonian charm in our campaign language and the brand’s unique sense of humor and tone. It’s a unique symbiosis of “Boston speak” with the JetBlue voice, resulting in more wordplay and puns.