Breeze Airways, the fast-growing leisure airline founded by JetBlue’s David Neeleman, has unveiled its first national advertising campaign titled “Proudly Serving Underserved Markets”. Created in partnership with independent agency Walrus and supported by Visit Rhode Island, the campaign showcases Breeze’s mission to connect travellers to destinations that have long been ignored by major carriers — without the layovers and logistical headaches.
The campaign leans on humor and real-life frustrations, illustrating the absurdity of multi-stop travel to cities like Providence, the airline’s largest market. Breeze, which now serves 76 airports across 34 U.S. states, highlights that nearly 90% of its routes are nonstop, with 87% of those routes exclusively operated by Breeze — making it the only direct option on most of its network.
Angela Vargo, vice president of marketing and communications at Breeze Airways, noted, “As the nation’s fastest growing airline, we’re seeing firsthand how transformative our direct flights are for the millions of guests we fly each year. This campaign is about helping even more people discover our Seriously Nice travel experience.”
Anchored by a series of cinematic spots directed by Kristen Dehnert of Station Film, the campaign follows a cast of relatable characters: an exhausted perpetual bridesmaid, two overly devoted college parents, and a couple seeking a no-stress weekend getaway. Each vignette captures how Breeze has simplified travel to secondary cities that were previously only accessible via long layovers or road trips.
One ad humorously calls out the classic Charleston-to-Providence struggle: “If you’ve ever tried to get from Charleston to Providence — only to realise you’ll need to go west and wait four hours before heading north to Boston, just to drive to Providence — you know the pain.” Breeze, of course, cuts out the middleman.
Beyond traditional media, the airline is amplifying the campaign with localized activations in cities like Charleston and Jacksonville. In one playful stunt, locals are challenged to pronounce tricky Rhode Island town names like Glocester or Pettaquamscutt for a chance to win roundtrip tickets. The campaign also features billboards boasting clever lines such as “Fly to Providence without visiting Boston” and “Stop the layover madness.”
The campaign will run across linear TV, connected TV (CTV), paid social media, radio, and print, targeting 10 key markets with nonstop flights to Providence. It marks the first integrated effort since Walrus was named Breeze’s agency of record earlier this year.
Founded in 2021, Breeze Airways has quickly earned accolades, being named one of Fast Company’s Most Innovative Companies and ranked No. 3 on Travel + Leisure’s list of top domestic airlines. With an emphasis on convenience, affordability, and friendly service, Breeze is carving out a unique space in U.S. air travel — one underserved market at a time.
