Upstart JetBlue marketer of year; Airline experience, low prices prove potent sales tools for fliers.(Special Report: Marketer of the Year)

Advertising Age, December, 2002 by Bloom, Jonah

Byline: JONAH BLOOM

A crew member stops to help a woman at the head of the queue with her luggage and they chat about her recovery from chemotherapy. A check-in agent extols the merits of Walt Disney World's Space Mountain to two young children and their mother. This is not a typical airport line. There is no moaning, no impatience. Everyone seems, well, happy.

We're in Terminal 6 at John F. Kennedy Airport, JetBlue Airways' terminal, and standing in this strangely contented queue it is easy to imagine we've stumbled into the set of a TV spot for the upstart airline.

For some, the personal attention and cozy vibes might seem schmaltzy, but for many customers, the unusual level of friendliness and helpfulness is a key to the JetBlue...

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