To Thuvan Dihn he explained that he had been but testing an invention of his own with which his flier was equipped--a clever improvement of the ordinary Martian air compass, which, when set for a certain destination, will remain constantly fixed thereon, making it only necessary to keep a vessel's prow always in the direction of the compass needle to reach any given point upon Barsoom by the shortest route.
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.[13]
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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.[94]
jetBlue previously had its headquarters at 80–02 Kew Gardens Road,[80] and then in the Forest Hills Tower, both in Forest Hills, Queens, New York City,[81][80] 6 miles (9.7 km) from the current office in Long Island City.[82] In 2001 the airline had announced that it wanted to take 74,000 square feet (6,900 m2) of space in the Forest Hills Tower, and by December 2002 announced that it planned to increase its leased space.
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.[30] Lufthansa plans to offer connections to JetBlue flights in Boston, New York (JFK), and Orlando International Airport (no longer a connection).[31]
jetBlue expanded service to the Caribbean, including to St. Maarten and Puerto Plata commencing January 10, 2008. With these additional destinations, jetBlue serves a total of twelve Caribbean/Atlantic destinations including Aruba; Barbados; Bermuda; Cancún; Nassau; Aguadilla; Ponce; San Juan, Puerto Rico; Santiago; and Santo Domingo, Dominican Republic.[citation needed]
jetBlue previously had its headquarters at 80–02 Kew Gardens Road,[80] and then in the Forest Hills Tower, both in Forest Hills, Queens, New York City,[81][80] 6 miles (9.7 km) from the current office in Long Island City.[82] In 2001 the airline had announced that it wanted to take 74,000 square feet (6,900 m2) of space in the Forest Hills Tower, and by December 2002 announced that it planned to increase its leased space.
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Also in 2010, JetBlue entered into interline booking agreements with South African Airways[109] and American Airlines[110] to facilitate luggage transfers between airlines for passengers with connecting flights on a different carrier. The agreement with American included JetBlue's 18 destinations not served by American and American's 12 international flights out of New York–JFK and Boston Logan. In addition, American gave JetBlue 8 round trips slots out of Washington National in D.C. and 2 out of Westchester, New York. In return, JetBlue gave American 6 round trips out of New York–JFK. The agreement with American Airlines has since ended according to JetBlue's website.[111]
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]
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