JetBlue Airways is launching a new multi-platform marketing effort by WPP Group's JWT, New York, that combines Web advertising, user-generated content -- courtesy of "story booths" set up in airports in eight cities -- as well as more traditional TV and radio spots. The campaign is aimed at maintaining and extending JetBlue's image as a small, quirky, customer-focused airlines, even as the company expands to include more routes and competes with the big national carriers.

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