JetBlue: The Just Alright Treatment

JetBlue, the airline with a mission to inspire humanity, has a message for travelers everywhere: You deserve better. Launching today, its latest campaign, 'Just Alright Doesn't Fly Here,' takes a stand against mediocrity in air travel and reminds travelers they don't have to accept the bare minimum that has become standard across the industry. The multifaceted 'Just Alright Doesn't Fly Here' campaign, created in partnership with MullenLowe, will come to life in videos and ads that feature different aspects of JetBlue's award-winning customer service. JetBlue is carefully positioning the message on TV, social media, radio on music streaming services, digital and billboards positioned to counteract everyday mediocre moments — both offline and online — to deliver the message while travelers are in the “just alright” mindset, such as sitting in traffic, waiting for the train, or simply browsing the web. Paying on an inventive nod to the Wright Brothers who took flying to new heights, JetBlue created the fictional characters “The Alright Brothers,” crediting them for taking airline customer service to new lows. While the tale is fictional, the video endings bring a dose of reality, with real JetBlue crewmembers delivering the message that while bare-minimum experiences may have become the industry norm, those low standards would never “fly” on JetBlue.