Arnold Retools JetBlue Message

Arnold has unnveiled a new customer-friendly attitude for JetBlue Airways.

Starting this week, “Somebody up there likes you” will adorn print, broadcast and outdoor campaigns. Radio spots will poke fun at other airlines noting that, unlike the competition, JetBlue delivers on all promises, including on-time flights and 24 satellite TV channels on every seat back.

JetBlue, which spent about $10 million last year on ads, tapped Arnold one year ago. Apparently feeling somewhat overlooked as one of the Boston agency’s smaller clients, JetBlue officials earlier this year spoke with agencies closer to the airline’s Kew Gardens, N.Y., base of operations, sources said. No review, however, was officially launched, and the newly unveiled brand positioning may signal that client and agency are finally simpatico on overall strategic direction.

When Arnold took over JetBlue from New York’s Merkley Newman Harty, the client employed a one-word tagline: “Unbelievable.” More recent ads, however, used no specific positioning and were designed to drive customer traffic rather than establish a brand image.

“JetBlue needed a tag that focused on the people — passengers and employees — not the airline,” said Barbara Reilly, the Arnold svp who oversees the business.

JetBlue operates 76 flights a day with a fleet of 14 planes from John F. Kennedy International Airport to destinations in California, Florida, upstate New York, New England and the Pacific Northwest.