Campaigns
Bringing JetBlue to Worcester
01 / The Challenge
The Challenge
When JetBlue began service from Worcester Regional Airport in 2013, Worcester became the airline’s 80th destination, with daily nonstop flights to Orlando and Fort Lauderdale. It was a significant moment for the airport and for a region that had long relied on Boston, Providence, or Hartford for commercial air travel.
The launch materials needed to build excitement around that moment while also doing the practical work of introducing the routes, schedules, and benefits of flying locally.
02 / The Shift
The Shift We Made
We treated the launch as a Worcester story rather than a generic route announcement. JetBlue already had a strong visual personality, so the opportunity was to bring that recognizable brand into a distinctly local campaign built around convenience, travel, and regional pride.
03 / The Work
How We Did It
- Designed brochures, flyers, invitations, and supporting launch materials
- Developed Worcester-specific graphics and travel messaging within JetBlue’s established visual system
- Organized route, schedule, and airport information so practical details stayed easy to find
- Created public-facing materials alongside pieces for launch and VIP events
- Built enough visual consistency across the family of pieces that the launch felt coordinated without every execution looking identical
04 / What Happened Next
What Happened Next
05 / Why It Mattered
Why It Mattered
JetBlue’s arrival represented more than two new flights. For Central Massachusetts, it made the local airport feel viable in a new way. The creative helped give that moment the visibility and sense of occasion it deserved.