JetBlue debuts

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The nation's newest airline is JetBlue, based out of New York's JFK International Airport. Merkley Newman Harty handles the estimated $10 million ad budget for the airline previously known as New Air; the first work is expected to break later this fall. JetBlue is positioning itself as New York's low-fare, hometown airline. The new name was unveiled at a news conference today. The airline will begin service in early 2000 and serve up to 12 cities with 10 planes by the end of its first year.

Copyright July 1999, Crain Communications Inc.

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