JetBlue has withdrawn a promotional campaign in Puerto Rico after using the slogan “Vamo’ Arriba,” which has been registered and exclusively used by Dominican airline Arajet since its founding in 2022. The American airline had employed the phrase in a contest inviting Puerto Rican passengers to design the livery of a local service aircraft. However, after initially promoting the initiative on February 19, JetBlue abruptly removed the campaign from its social media platforms.
The situation arises as Arajet expands its regional presence, including its upcoming launch in Puerto Rico this June. The airline has already started ticket sales, with direct flights from San Juan to Santo Domingo beginning on June 4, followed by Punta Cana routes on June 6. Arajet, which operates under an ultra-low-cost model, is expected to challenge JetBlue’s dominance in the Dominican-U.S. market by offering lower fares.
The competition between the two airlines intensifies as JetBlue faces growing criticism in the Dominican Republic over service quality complaints. Meanwhile, Arajet continues to build its brand identity in Latin America and the U.S., with “Vamo’ Arriba” serving as a key marketing element protected under trademark laws in the Dominican Republic, the United States, and Puerto Rico.
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