As jetBlue gained market share, they found a unique positioning where they competed with other low-cost carriers (e.g. Southwest, and Frontier), as well as major carriers (e.g. American, United, and Delta). Amenities such as their live in-flight television, free and unlimited snack offerings, comfortable legroom, and unique promotions fostered an image of impeccable customer service that rivaled the major airlines, while competitive low fares made them a threat to low-cost no-frills carriers as well.
In 2011, JetBlue made interline agreements with Virgin Atlantic and Jet Airways, both of which have since been terminated. Since 2012, JetBlue has had an interlining agreement with Air China. It also established an interline agreement with Porter Airlines connecting from Billy Bishop Toronto City Airport to US destinations through Boston and Newark.
jetBlue's founders had set out to call the airline "Taxi" and therefore have a yellow livery to associate the airline with New York. The idea was dropped, however, for several reasons: the negative connotation behind New York City taxis; the ambiguity of the word taxi with regard to air traffic control; and threats from investor JP Morgan to pull its share ($20 million of the total $128 million) of the airline's initial funding unless the name was changed.
jetBlue also utilizes various forms of advertising media. They use print, online, and television ads as well as advertisements on popular social media sites including Hulu and YouTube. jetBlue emphasizes a secondary slogan, "If you wouldn't take it on the ground, don't take it in the air" poking fun at competitors with hidden fees, little, or no amenities and what jetBlue considers an unacceptable level of customer service.
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As of 2018 it ranked No. 402 financially on the Fortune 500 list of the largest United States corporations by total revenue. JetBlue Airways operates over 1,000 flights daily and serves 102 domestic and international network destinations in the U.S., Mexico, the Caribbean, Central America and South America. JetBlue is not a member of any of the three major airline alliances, but it has codeshare agreements with 21 airlines, including member airlines of oneworld, SkyTeam, Star Alliance, and unaffiliated airlines.