NEW YORK: Barely a week after Delta officially announced the name of its low-fare carrier, Song, JetBlue Airways retaliated on Thursday morning as CEO David Neeleman unveiled its 37th aircraft, "Song Sung Blue."
"It's a rather cheeky response," said JetBlue VP of corporate communications Gareth Edmondson-Jones. "The message is that we hear you coming, but you can't copy us. You can copy the bells and whistles, but you can't copy the spirit."
Formally announced on January 29, Delta's new Song brand is intended to directly compete with JetBlue, targeting young travelers with low fares, trendy design, in-flight entertainment on demand, and internet-based ticketing.
Stacy Geagan, GM of corporate communications for Song, declined to comment on JetBlue's audacious response. But she said that Song's focus will be on choice, allowing customers to vote for products and services online.
"We'll let people choose how they want to fly," she said.
Meanwhile, Geagan also announced that the carrier will utilize Delta AOR Ketchum for internal relations, and has hired Dan Klores Communications to work on media relations and partnership initiatives.
"Ketchum has great airline experience," Geagan said, "but we also wanted someone with entertainment clients. We will work extensively with Dan Klores on the media relations part of the launch."
Edmondson-Jones said that JetBlue decided to name the new A-320 after the Neil Diamond song when rumors of Delta's brand circulated among the airline community on the internet in December. All of JetBlue's aircraft have names with the word "blue" in them.