On December 13, 2007, jetBlue and Germany-based Lufthansa announced jetBlue's intent to sell 19% of jetBlue to Lufthansa, pending approval from US regulators. Following the acquisition, Lufthansa stated they plan to seek operational cooperation with jetBlue. Lufthansa plans to offer connections to JetBlue flights in Boston, New York (JFK), and Orlando International Airport (no longer a connection).
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".
A new marketing strategy has been partnerships with professional sports teams and venues. As the official airline of the New York Jets, JetBlue has specially painted the exterior of one of their Airbus A320s (N746JB) in the team's colors. Aircraft N605JB is based on the design of the Boston Red Sox road uniform and sports a grey fuselage with navy lettering. This aircraft was unveiled in February 2012, just in time for the opening of the Red Sox new spring training facility in Fort Myers, Florida named JetBlue Park at Fenway South. Additionally, JetBlue and MasterCard have pledged to refund select flight purchases made online at JetBlue.com using a MasterCard. JetBlue has also partnered with various other sports teams and sporting venues in cities they serve.
Day Trips with Kids: While day trips with kids require more planning and packing of all the essentials especially with babies and toddlers in tow, they offer an easy and affordable way to get away and have great experiences together as a family. Go apple picking at a nearby farm, go on a short hike in a state park and stop at a kid-friendly restaurant on your drive back.
Following the February 2007 incident in which the airline was forced to cancel nearly 1,700 flights due to winter storms, jetBlue's board of directors replaced founder and Chief Executive Officer David Neeleman with Dave Barger. He had politicked the board, while Neeleman was busy publicly apologizing. Barger's ascendancy caused widespread demoralization in the ranks. He became JetBlue's new Chief Executive Officer on May 10, 2007. Neeleman, the company's founder and largest individual investor, became a nonexecutive chairman as a result of the change.