JetBlue Pretends It’s the 1960s With a Retro Logo, Pop-Up Store and Airplane

To celebrate new service to Palm Springs

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Few airline routes evoke the golden age of flying quite like New York City to Palm Springs. And to celebrate new seasonal service along that route, JetBlue jumped back to the 1960s this weekend—with a "Time Travel Agency" pop-up store in NYC, a retro version of its logo (with ads to boot) and even a specially painted throwback airplane.

The pop-up store opened Friday on Wooster Street in SoHo, the same storefront where the carrier built an elaborate Rube Goldberg machine earlier this year. The Time Travel Agency, created by JetBlue agency MullenLowe, featured period characters and furniture, as well as 1960s fare deals and other giveaways.

It closed Saturday, so you'll have to pay 2016 prices if you missed out.

The installation included a four-page Wooster Street Journal newspaper, mocked up like a mid-1960s edition, and some other fun collateral.

In addition, and also playing on the airline industry’s retro fascination, JetBlue has given one of its jets a retro paint job. JetBlue designers spent days at New York's Lubalin Archive at the Cooper Union, researching ads, graphics, images and fonts from the '60s. 

"The 1960s were rich with sleek but bold graphics and style—characteristics of today's JetBlue brand," says Jamie Perry, vp of marketing of JetBlue. "With that in mind our team broke from our tradition of timeless designs and instead imagined a look to celebrate this iconic era of aviation and what JetBlue may have looked when it would have been introducing humanity to air travel."

The inaugural flight to Palm Springs last Friday was also quite a production, featuring a runway show with custom crew member uniforms, T5 original flight attendants, special members of the TWA Clipped Wings club and fashions by Palm Springs-based fashion designer Trina Turk.

The retro vibe is great. To fill it out, they should have also temporarily reopened the Eero Saarinen-designed TWA terminal at JFK, which sits right next to JetBlue's Terminal 5. Maybe next time.


Client: JetBlue Airways

Title: Palm Springs Time Travel Agency

Agency: MullenLowe


Chief Creative Officer: Mark Wenneker

Executive Creative Director: Tim Vaccarino

Executive Creative Director: Dave Weist

VP, Creative Director: Julia Neumann

VP, Creative Director: Amy Ferguson

Senior Copywriter: Patrick Regan

Senior Art Director: Jay Spahr

Designer: Alyssa Cavanaugh


SVP, Executive Director Integrated Production: Liza Near

Senior Live Events Producer: Kenna Takahashi

Associate Director, Print Production and Experiential: Kristine Ring-Janicki

Project Manager: Christina Gratton

Business Affairs Manager: Kara Estow

Production Company: mssng peces

EP, Founder: Ari Kuschnir

EP: Kate Oppenheim

EP: Brian Latt

EP: Edward Grann,

Head of Production: Dave Saltzman

Director: Yehuda Duenyas

Producer: Jason Reif

Account Management

SVP, Group Account Director: Emily Brooks

Account Director: Molly Bluhm

Account Supervisor: Matthew Duerr

Senior Account Executive: Grace Clemow


Group Strategy Director: Ellie Gogan-Tilstone

Senior Strategist: Mike Patrick


SVP, Group Digital Director: Jade Watts

Associate Digital Media Director: Tracy Barahona

Associate Media Director: Kelly McGowan

Media Supervisor: Shoshana Levine

Digital Media Planner: Alice Williams


SVP, Account Director PR: Jaclyn Ruelle

Account Supervisor PR: Becky Brand

Account Supervisor PR: Brittany Zahoruiko

RetroJet creative:

Lashonne Duncan, Creative Direction

Ciara Cordasco, Art Direction

Bailey Sullivan, Designer

Sara Runnels, Copywriter

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@nudd Tim Nudd is a former creative editor of Adweek.