Governor David A. Paterson, Empire State Development (ESD) and JetBlue CEO David Barger unveiled a joint co-branded logo with New York State's iconic tourism campaign, I LOVE NEW YORK, solidifying the carrier's status as the official hometown airline of New York. The announcement kicks off the I LOVE NEW YORK license and marketing benefits, which are a part of a larger partnership between JetBlue and the State of New York. "The announcement marks the beginning of a historic new partnership between JetBlue and New York State's iconic I LOVE NEW YORK brand," Governor Paterson said. "Tailored co-branding opportunities like this will help drive tourism to New York, creating new jobs and spurring economic development throughout the State. JetBlue has historic ties to New York State with a decade of operation here. The company's decision to rededicate itself to the Empire State and develop this unique marketing strategy truly demonstrates that New York is at the heart of JetBlue. "
JetBlue made its recommitment to New York in March of this year when the airline selected New York City as the location to build a consolidated headquarters. JetBlue has more than 5,000 crewmembers who work at New York airports and maintenance facilities across the State and they will move the 880 corporate jobs currently in Forest Hills and another 70 corporate jobs located in Connecticut to a single location in Long Island City, Queens by 2012. In addition, the company expects to grow by another 130 jobs over the next five years.
JetBlue Executive Vice President Corporate Affairs and General Counsel James Hnat said: "JetBlue changed the value of air travel, starting 10 years ago right here in the Empire State. Developing this cobranded mark with Empire State Development demonstrates our commitment to our home and dedication to continue offering the best value and service in air travel today."
This is the first time the world-renowned I LOVE NEW YORK logo has been adapted and co-branded for joint use with another entity, exemplifying the significant role JetBlue plays for travel and economic development throughout the Empire State. The co-branded mark features a deliberate intersecting of the popular I LOVE NEW YORK phrase with the famous red heart and the JetBlue logo. JetBlue worked with the logo's original creator, Milton Glaser, to ensure a design respectful of the logo's origin while visually demonstrating that New York is at the heart of JetBlue and JetBlue is at the heart of New York.
Empire State Development Chairman and CEO Dennis M. Mullen said: "This branding partnership is an example of the kind of innovative economic leadership we at ESD are committed to. Over the past few years, I LOVE NEW YORK has incorporated some of the best and most up-to-date marketing techniques in order to increase awareness of the many natural, historic and cultural attributes that New York State has to offer. Now, through our collaborative efforts, JetBlue and I LOVE NEW YORK will have more powerful marketing, sponsorship and branding opportunities to promote New York State as the ideal getaway spot and thus, draw visitors and their dollars to the State."
Empire State Development Executive Director Peter Davidson said: "I LOVE NEW YORK is one of the world's most recognized branding campaigns. From the Erie Canal Harbor in Buffalo to the Walkway over the Hudson and the lights on Broadway, there are millions of reasons to love New York. As New York's Hometown Airline, JetBlue supports our tourism industry, creating jobs and generating tax revenue for New York. I commend Governor Paterson for ensuring our State works in partnership with JetBlue and creates co-branding opportunities like the one announced today will help more people discover reasons to love New York."