The long-term partnership includes incentives and marketing benefits associated with the airline's commitment to maintain its corporate headquarters in New York City.
This is the first time the N.Y. logo has been adapted and co-branded for joint use with another entity. The co-branded trademark features a deliberate intersecting of the "I love New York" phrase with the famous red heart and the JetBlue logo. JetBlue worked with the logo's original creator, Milton Glaser, to ensure a design that was respectful of the logo's origin, and to give both logos equal weight.
Earlier this year, JetBlue announced its intent to keep its corporate headquarters in New York City, with plans to relocate from Forest Hills to Long Island City by 2012. JetBlue will remain the only major commercial passenger airline with its headquarters in New York City and State.
Coinciding with the launch of the co-branded trademark, JetBlue is making travel available for special $49 fares or 5,000 TrueBlue points between New York/JFK and Buffalo, Rochester and Syracuse.
On Sept. 21, Buffalo customers were able to win one of up to 100 New York-themed event, travel and destination prizes including JetBlue tickets, TrueBlue points and hotel stays. The secret location of the giveaway in Buffalo and participation instructions were announced to @jetblue followers on Twitter.--Tanya Irwin