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25.08.2023 - 13:26 / skift.com / Spirit Airlines / Doug Parker / Edward Russell / Jayne Obrien
As if JetBlue Airways didn’t have enough on its plate, the airline has unveiled a branding refresh with a new all-blue livery for its fleet.
The new livery drops the standard white aircraft fuselage that JetBlue has used since its launch in 2000 for an all-blue one. The carrier also enlarged its name on the side of planes, and added its logo to the bottom for easy spotting from the ground. JetBlue will continue to use a myriad of different tail designs across its fleet.
“Liveries have always been a part of our identity,” JetBlue Head of Marketing and Loyalty Jayne O’Brien said. “The new livery helps us stand out among a sky of legacy carriers, and is a stunning reflection of our role as a disruptor that uniquely combines lower fares and great service.”
One does have to question the timing of JetBlue’s livery announcement. The airline just lost an antitrust case with the U.S. Justice Department and may, pending a possible appeal, need to end its lucrative partnership with American Airlines. The Justice Department has also sued to block its proposed merger with Spirit Airlines, which JetBlue executives have said is critical to its future competitiveness. And the airline continues to face challenges with elevated costs — making the investment in a new look now questionable.
And, to paraphrase former American CEO Doug Parker after he orchestrated a merger with US Airways in 2013, travelers don’t buy tickets based on the exterior look of the plane.
JetBlue plans to update the look of its fleet as aircraft come in for regular paint refreshes. That process can take years. The first plane sporting the livery, an Airbus A321neo, will enter passenger service at New York JFK on June 15.
Bluer skies ahead! ✈️ Our iconic liveries are getting a fresh bold look just like the moves we've been making as a travel company. Get a sneak-peek at our first-ever Mint pattern (coming soon to all Mint planes). Read more here: https://t.co/bXhsEpknDk pic.twitter.com/ZYn85ByRWZ
Good morning from Skift. It’s Thursday, September 14. Here’s what you need to know about the business of travel today.
In a private lawsuit challenging JetBlue’s proposed merger with Spirit Airlines, the plaintiffs have filed documentation with the court suggesting that the combined airline would increase fares could by 24 to 40%. This revelation came from documents that were improperly redacted before being published.
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It’s not often that travelers have something to look forward to at Newark Liberty International Airport. The new $2.7 billion Terminal A will open in December, the latest in a series of major airport projects opening around the U.S. this year.
JetBlue Airways will land on the European continent next summer with new flights to Paris.
JetBlue Airways has finally made long overdue improvements to its loyalty program True Blue. The New York-based carrier announced on December 7 it’s expanding its elite Mosaic programs and creating a level of mileage accumulation named tiles that enables customers to obtain perks before reaching mosaic levels of flying.
Hydrogen-powered flight is one step closer to reality. Universal Hydrogen, which is developing a hydrogen fuel-cell powered commercial aircraft engine, has a green light from the U.S. Federal Aviation Administration to begin test flights.
The U.S. Department of Justice is expected to sue to block the proposed merger of JetBlue Airways and Spirit Airlines, Politico reported late Friday.
JetBlue Airways alleges that the Netherlands has violated the terms of the open-skies agreement between the U.S. and European Union after repeatedly denying the airline’s requests to serve Amsterdam’s Schiphol airport.
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