JetBlue - Just Alright doesn’t fly here

JetBlue’s latest advertising campaign, which was released just as we were going to press last month, takes a stand against what it says is mediocrity in the airline industry.

The starting point of the campaign is a series of fictional carriers called “The Alright Brothers.” The campaign ads all claim that after the Wright Brothers took aviation to new heights, the Alright Brothers brought it back down to new lows in 1920.

In the campaign videos the Alright Brothers are shown developing a fictional 1920s airline, where their policy includes ‘ the customer comes last’ and a ‘seatbacks to kneecaps’ seat configuration.

The ads then cut to JetBlue staff today expressing amazement that this is how standards in the rest of the industry took off.

The JetBlue campaign comes as the airline restyles its Airbus A320 aircraft, and just before the first A321neo comes into service. JetBlue says that these aircraft will have the widest seats and most legroom in coach of any US Airline.

JetBlue of course has a Mint premium product, but as this campaign shows, the airline also has the confidence to shout about high standards in economy.

As we mentioned in the earlier Air Italy article, not all airlines do this, sometimes thinking that they’ll cannibalize business or first class sales. But actually promoting economy helps put a quality stamp across your whole brand.