According to Martin St. George, senior vice president of marketing and commercial strategy at jetBlue, the new "You Above All" campaign was created to get jetBlue back to their "DNA" and speak to the "core of who we are as a brand". This motto is meant to support their efforts to always put the customer first and "bring humanity back to air travel".[95]
While São Paulo’s concrete sprawl doesn’t offer the verdant beauty or mythic beaches of Rio de Janeiro, its thriving art and food scene has in recent years transformed what was once just Brazil’s financial capital into its cultural epicenter. Stroll the city’s gritty alleyways and avenues to see where celebrated street artists Os Gemeos and Eduardo Kobra got their start. São Paulo’s Art Biennial, which is second to Venice’s in longevity, kicks off in September 2018 and showcases contemporary talent, both international and homegrown. For a truly immersive experience into Brazilian fare, don’t miss Alex Atala’s D.O.M., named one of the best restaurants in the world. Atala champions native ingredients — from priprioca root to ants, often foraged from the Amazon region by the chef himself — and weaves them into his inventive dishes. The arrival of luxe hotel brands is another signal of the city’s burgeoning cosmopolitan status. The prestigious Oetker Collection, with only nine other properties (in glitzy places like Seychelles and the Côte d’Azur), recently opened Palácio Tangará, a gorgeously appointed mansion set in leafy Burle Marx Park, a welcome oasis from the city’s high-rises. The Four Seasons will also debut a new property in mid 2018, marking the brand’s first foray in the country. —Karen I. Chen
In 2009, jetBlue announced that it was looking for a new headquarters location, and was considering moving either within the New York City metropolitan area or to the Orlando, Florida area.[83] In April 2009, Helen Marshall, the president of the Borough of Queens, said that the City of New York was trying to keep JetBlue in the city;[84] in January 2010, the CEO of JetBlue, Dave Barger, and Governor of Florida Charlie Crist met in Tallahassee, Florida to discuss a possible move to Orlando.[85] A decision was expected by March 2010,[86] although a move would not happen until 2012, when its lease in the Forest Hills Tower expired.[87]

With more than 300 days of sunshine each year, the southeastern corner of Washington state is home to three flourishing viticultural regions: the Columbia, Walla Walla, and Yakima Valleys. But in recent years Walla Walla has come into its own as the next must-visit destination for oenophiles, golfers, and cyclists. With more than 140 wineries producing European-style Syrahs, Cabernets, and Merlots, there’s no shortage of tasting rooms in the valley, which hosts four weekend-long wine events each year. The region gets its first high-end resort in February, when Va Piano winemaker Justin Wylie and James Beard Award–winning chef Jason Wilson open the 10-suite Eritage on a 300-acre plot north of the city of Walla Walla.
In 2008, jetBlue partnered with Irish flagship carrier Aer Lingus to allow passengers to switch between airlines on a single ticket for flights with connections in New York–JFK or Boston Logan. Unlike traditional codeshare agreements, the companies cannot sell seats on each other's flights, so customers initiate the purchase on one airline's website and then are transferred to the other site to complete the transaction.[105][106]
Visitors may want to return to the Belgian capital in 2018 to visit two cutting-edge museums. The Millennium Iconoclast Museum of Art opened in the once-infamous Molenbeek district’s old Belle-Vue brewery this past spring, to showcase contemporary art from around the world. There’s also the Citroën Cultural Centre, a new collaboration with Paris’s Centre Pompidou, which will launch its first exhibition in May. The edgy JAM Hotel, an industrial-chic property with exposed brickwork and concrete beams housed in a former art school, is the perfect place for culture-lovers to stay. Don’t leave town without paying homage to Belgium’s UNESCO-recognized beer culture at youthful breweries like Brasserie de la Senne or Brussels Beer Project, both of which are shirking brewing traditions in favor of more experimental microbrewery techniques. —Meredith Bethune 

U.S. travelers have historically overlooked Mauritius in favor of other Indian Ocean destinations like the Seychelles and Maldives. That could all change, though, now that this remote, idyllic island some 1,200 miles off the African coast has become easier to reach. A flurry of new airline services launched at the end of 2017: KLM began servicing Mauritius from Amsterdam, and British carrier Thomas Cook Airlines introduced biweekly flights in November. Upon arrival, travelers can take in dreamy lagoon views from the newly reopened One&Only Le Saint Géran, fresh off a multimillion-dollar renovation. Every room and suite now has a private terrace or balcony, marble baths with cascade showers, and sophisticated teak, stone, and leather accents. Guests can also look forward to updated dining experiences — like lunch spot La Pointe, which grills fresh-caught seafood over firewood and coconut embers, or open-air restaurant La Terrasse, which offers Mauritian specialties. Unchanged at Le Saint Géran is its aura of exclusivity, thanks to the resort’s unique position on a private peninsula jutting out from the island’s eastern shore. —Melanie Lieberman
In July 2007, the airline partnered with 20th Century Fox's film The Simpsons Movie to become the "Official Airline of Springfield".[26] In addition a contest was held in which the grand prize would be a trip on JetBlue to Los Angeles to attend the premiere of the film. The airline's website was also redecorated with characters and their favorite jetBlue destinations and the company was taken over by the show/film's businessman villain Montgomery Burns.[27]
On July 24, 2007, jetBlue reported that its second-quarter revenue increased to $730 million, compared to $612 in 2006. Second quarter net income grew to $21 million for the quarter, from $14 million the previous year. CEO David Barger said the airline will take delivery of three fewer planes this year and will sell three planes from their current fleet, "slowing capacity growth ... to strengthen our balance sheet and facilitate earnings growth", but will continue to add two to four new destinations each year.[25] 

In 2008, jetBlue partnered with Irish flagship carrier Aer Lingus to allow passengers to switch between airlines on a single ticket for flights with connections in New York–JFK or Boston Logan. Unlike traditional codeshare agreements, the companies cannot sell seats on each other's flights, so customers initiate the purchase on one airline's website and then are transferred to the other site to complete the transaction.[105][106]


Over the past few years, South Korea’s Gangwon Province has shed its sleepy past and come into its own as a prime winter-sports destination — a transformation that will take center stage during the Pyeongchang Winter Olympics (February 9–25). Ahead of the big event, the region will debut a new high-speed rail line that will whisk travelers from Incheon International Airport to the resort town in just 70 minutes, making it easier to access the Taebaek Mountains’ panoramic pistes and tourist-friendly attractions. Powder hounds will want to lodge at the InterContinental Alpensia Pyeongchang Resort, which commands a prime location at the foot of the Alpensia ski slopes, steps from two Olympic-class runs, and is one of a handful of hotels built for the games. Break from all the outdoor action at the Ocean 700 indoor water park, complete with wave pools and tubing rides. —Talia Avakian
New York State: New York is home to some of the best historic mansions, well-preserved estates, castles, vineyards and museums, such as the Vanderbilt Mansion National Historic Site, the Franklin D. Roosevelt Presidential Library and Museum, and the Eleanor Roosevelt National Historical Site. Explore the Hudson Valley, go beachcombing in Montauk, Long Island and see the attractions in Albany. More New York vacation ideas.
jetBlue's first major advertising campaign incorporated phrases like "Unbelievable" and "We like you, too". Full-page newspaper advertisements boasted low fares, new aircraft, leather seats, spacious legroom, and a customer-service-oriented staff committed to "bringing humanity back to air travel".[92] With a goal of raising the bar for in-flight experience, jetBlue became the first airline to offer all passengers personalized in-flight entertainment. In April 2000, flat-screen monitors installed in every seatback allow customers live access to over 20 DirecTV channels at no additional cost.[93]

In 2008, jetBlue partnered with Irish flagship carrier Aer Lingus to allow passengers to switch between airlines on a single ticket for flights with connections in New York–JFK or Boston Logan. Unlike traditional codeshare agreements, the companies cannot sell seats on each other's flights, so customers initiate the purchase on one airline's website and then are transferred to the other site to complete the transaction.[105][106]


According to Martin St. George, senior vice president of marketing and commercial strategy at jetBlue, the new "You Above All" campaign was created to get jetBlue back to their "DNA" and speak to the "core of who we are as a brand". This motto is meant to support their efforts to always put the customer first and "bring humanity back to air travel".[95]
The TWA Hotel is the TWA Flight Center structure currently being rebuilt as 505-room hotel, preserving the Eero Saarinen headhouse while replacing the structures on either side of the headhouse. Situated in front of JetBlue's JFK terminal, JetBlue has stated that it estimates the ownership of the hotel would be between 5–10% of the final total investment.[138] The hotel will be an effective replacement for the Ramada Plaza JFK Hotel on the north end of the airport grounds in Building 144, which closed in 2009.
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