JetBlue's Premium Service Rollout Strategy: 'Don't Call It First Class'

The basics are these: JetBlue has, despite some colorful incidents, established a reputation as the “we all fly coach” airline for the little guy—an image reinforced by clever “we get it” stunt campaigns. The Mint offering toys with that equation by giving certain passengers on certain cross-country flights (New York to LA and, later in 2014, NY to San Francisco) a “premium experience”, but during the rollout, JetBlue’s comms team has taken every opportunity to remind the public and the media not to call it “first class.”

The web copy is telling:

So it’s “premium”, “top notch”,  and “mint condition”, but it isn’t first class—at least not in the traditional sense of the phrase.