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JetBlue Airlines: It's all in a Name

Slogans "It's something else."

Winair Airlines
First flight date November 2, 1998
Industry niche "We're just little guys hoping to be big guys in neglected markets," said Larry Gelwix, chairman and CEO back in June. "We're hubbed at Long Beach, California. Ten years ago, Long Beach wouldn't have warranted its own airline, but now it does, and we get to own the market. Because if you think you can take on the big guys, you'd better have $150 million like 'New Air.'" WinAir closed down July 9.
How the name was chosen The founder, Richard Winwood, wanted to name it after himself.
Rejected names Winwood was sure of WinAir.
Slogans "Long Beach's hometown airline."
"Conveniently affordable."

First flight date February 3, 1999
Industry niche Based in Des Moines, Iowa, Access flies from there as well as Peoria and the Quad Cities to New York, Los Angeles, and Colorado Springs (with six more destinations coming). "We've been able to offer special fares not only to business travelers but to families, youths, and seniors," says Lisa Rudolph, a district sales manager." The Uniteds are targeting 25- to 65-year-olds. We want to get everybody else."
How the name was chosen Founder Roger Ferguson's vision was to provide the Midwest with direct access to both coasts "Other airlines all work on the hub-and-spoke system," says Rudolph, "and until recently Des Moines was very much part of a spoke."
Rejected names "PionAir," says Bruno Scalclaferri, vice president of sales and promotions. "A play on the word pioneer, which we aIso thought of, you know, like the pioneers in American history. Also, Midwest Airlines."
Slogans "There's no stopping you now."

National Airlines
First flight date May 27, 1999
Industry niche Flies from Las Vegas to LAX, Chicago Midway, New York's JFK, San Francisco, and Dallas.
How the name was chosen "The idea was to serve the United States and only the United States, with no plans, to fly outside the United States," says Dik Shimizu, director of corporate communications. "Also, we were well aware of the history of the name National Airlines. The former National [which was incorporated into Pan Am in 1980] made a favorable name for itself. We wanted to bring that integrity back to the industry, so we bought the name."
Rejected names "There was no clear-cut runner-up. National was the way to go. We never really thought about anything else seriously"
Slogans "Everything's better tip here."
"Las Vegas's hometown airline."

Legend Airlines
First flight date Not yet announced—by the end of 1999 or early 2000.
Industry niche "'Legend class' is our own designation," says Marvin Singleton, director of communications, "not first class or business class. We'll fly 56 people in a plane that normally takes 110, so it's a large plane with fewer people. Much more space-44 or 46 inches between the seats." Based in Dallas, Legend will say only that it plans to fly to major U.S. business destinations.
How the name was chosen "American, United, and Delta were already taken," jokes CEO Allan McArtor, "No, we thought Legend offered just a smorgasbord of promotional opportunities. It's hard to use the word unfavorably."
Rejected names "We started with Contrails," says McArtor. "We figured every other airline would be advertising for you, because contrails, or condensation trails, are those vapor trails that come out of the back of a plane. In Dallas people said, 'What's the deal with Conrail?' That's a railroad that doesn't have a great reputation in the area. Others thought contrails were pollution."
Slogans "Legend class, legendary style."
"It's about time."

The Coast Airlines
First flight date February 2000 (tentative)
Industry niche "Smaller airplanes, secondary cities," says Dave Banmiller, president and CEO. "At least three flights a day from Portland, Burbank, and Long Beach to New York. We'll also serve Boston and D.C."
How the name was chosen "How often do you get to have a name that says what you do?" asks Bamniller. "We bypass the hubs and fly transcontinental. I grew up on the East Coast, and when we referred to the coast we meant the West Coast. People in the West refer to the 'East Coast.' So The Coast works."
Rejected names Air Portland, Columbia, Falcon, Coast to Coast. "We ran focus groups and threw out a bunch of names. Air Portland made people think Maine. Columbia sounded as if it could be in South America. Falcon didn't go over too well; Coast to Coast was too cutesy"
Slogans "Everyone has a tag line. United's Is 'Rising'—l don't get that one; Vanguard is 'Why fly anyone else?' Well, if you're going to Paris, you're not going to fly Vanguard. We have no official tag line."


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