The six-week effort includes TV, online, radio, print and out of home. Designed by Boston ad firm Mullen, the campaign is expected to reach 95% of the regional market as JetBlue tries to solidify its position at Logan and fend off intensifying competition from other discount carriers, according to the newspaper report.
The marketing push, which targets business travelers, is tied to the carrier's announcement April 14 that it now offers 100 daily nonstop flights from Logan. The new JetBlue TV spots will air on all of Boston's network affiliate broadcast stations, as well as regional cable networks such as NECN and NESN.
Also part of the ad campaign are vertical and horizontal banners that decorate the waiting area at South Station, where commuters can catch the MBTA's Silver Line to Logan. Street pillars in downtown Boston also will carry the airline's ads.
Boston is one of six key focus markets where JetBlue has localized advertising. The others include Orlando, Fort Lauderdale, San Juan, and New York.--Tanya Irwin