Andrea Spiegel, JetBlue's VP-marketing, talks to Advertising Age about the airline's new $15 million multiplatform "Happy Jetting" campaign, which will feature the airline's first national TV spot. The effort from JWT, New York, also includes an e-mail and blogging campaign, as well as the distribution of 2,000 books to media and other influencers to explain the difference between "jetting" and mere flying.

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