Yesterday JetBlue launched a campaign headlined “Welcome Bigwigs” anchored by a special landing page on its website. The airline, like airplane manufacturer Cessna (see post below), is seizing an opportunity to make an attention-getting statement tied to the notoriety private jets (and their well-heeled passengers) have been getting of late in Congress and the press.

Air travel and a bold tone are about all the JetBlue and Cessna campaigns have in common, however. Both companies are taking risks with their campaigns, but whereas Cessna’s effort is bold, JetBlue’s can best be described as brash. The airline’s overtly tongue-in-cheek approach just doesn’t feel right.

Ostensibly addressing “Hedge Fund Managers…Captains of Industry…Former Treasuries Secretaries…Owners of $35,000 Antique Commodes…” (you get the idea), JetBlue is making a point by making fun of easy targets. Of course, these real-life “moguls” and “tycoons” won’t be flying JetBlue anytime soon, a point the approach obviously concedes. But my sense is that the real target of the campaign–road warriors for whom a few extra inches of legroom really does make a difference –won’t be charmed by its sarcastic tone.

JetBlue’s brand personality has always been friendly. But this campaign’s smarmy tone and intentionally insincere “Welcome Aboard!” slogan is out of character. It may provide a nice short publicity burst for the airline, but don’t expect it to fly for long.