Fueling excitement: JetBlue at Worcester Regional Airport (KORH), Massachusetts

There’s an airline coming in for a landing soon, and it needs no introduction. The buzz over JetBlue’s decision to begin passenger service at Worcester Regional Airport in November is doing much of the marketing work for free.

But it would be foolish not to assist the airline’s debut with an ad campaign. It’s in the area’s interest to help reinforce the message that travelers to and from Florida will have a solid new option in Worcester starting Nov. 7.

MassPort has applied for $350,000 in federal grants to promote JetBlue’s daily flights between Worcester and Orlando and Fort Lauderdale.

The federal funds would be combined with $450,000 in state and local funds.

On top of the $800,000, JetBlue is receiving other bonuses for agreeing to do business here.

MassPort will waive airport fees for landing, parking and terminal rent from JetBlue, amounting to a savings of $349,000 for the airline.

It is tremendously important for JetBlue to launch well here. The company has indicated routes to New York City and San Juan could be added if the Florida destinations are popular.

The direct and ancillary benefits to Central Massachusetts residents, colleges and businesses of a trustworthy, well-liked airline operating flights to and from our city are enormous.

For those in and very close to the city, an ad campaign will convey excitement and provide handy, practical information. The ads should reach outside the immediate area as well, serving notice that Worcester’s airport is in the ring of competition with other airports in the region, particularly T.F. Green and Manchester.

JetBlue’s arrival is a big deal, and has a lot riding on it. With or without the federal assistance, it is appropriate and smart for the city and the state to pledge money for marketing.

Travelers will soon be promoting JetBlue’s success in Worcester by buying tickets. To that end, we expect quite an advertising blitz to soon be cleared for takeoff.

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