The Marketing Brains Behind the 'Seriously Nice' Airline

Author

Carlo Palomino
December 13, 2024

Welcome back to The Friday Fortune! With just a few weeks left until Christmas, most of us are half-working, half-shopping, and fully pretending the “Out of Office” emails aren’t piling up. Consider this your weekly break from holiday chaos.

Each week, we deliver fresh insights from top CMOs, marketing pros, and brilliant strategists to keep you inspired—even if you’re running on eggnog and last-minute gift anxiety.

From bold brand strategies to holiday marketing hacks, we’re here to help your campaigns soar—and we promise to keep it light, because a little humor pairs perfectly with big results.

Here’s what’s on deck this week:

  • A sit-down with James Belyeu, Brand & Content Manager for Breeze Airways

  • Superman likes fortune cookies

  • Spotify wrapped, marketing version

📈 Marketer of the Week

If there’s anyone who knows how to craft a brand that connects deeply with audiences while standing out in a crowded industry, it’s James Belyeu, Brand and Content Manager for Breeze Airways.

With a background spanning entertainment, retail, and now aviation, James brings a unique blend of creative storytelling and strategic execution to the airline space.

Since joining Breeze in 2022, James has been at the forefront of building the airline’s identity around its signature promise: “Seriously Nice.”

For Breeze, this isn’t just a tagline—it’s a philosophy that influences everything from customer service to marketing strategies.

As James explains, “You can say that you’re kind, you can say that you’re safe, but how you do it really makes you stand out from everyone else.”

One of Breeze’s most impactful initiatives under James’ leadership is its collaboration with Autism Double-Checked. These mock boarding events are designed to help families, particularly those with children on the autism spectrum, prepare for the unique challenges of air travel. Reflecting on the emotional impact of these efforts, James shared,

“I’ll never forget when someone commented, ‘Thank you so much for seeing me.’ And as a creator, it’s like—oh, that’s so cool. You actually got what we we’re aiming to do.”

James also brings a bold, community-focused approach to sponsorships, viewing them as more than just advertising opportunities. “We’re not the airline that’s just going to throw up a billboard and call it a day,” he emphasizes. Instead, Breeze collaborates closely with event organizers to create fan experiences tailored to each city it serves, ensuring its sponsorships feel authentic and locally relevant.

This commitment to innovation extends to Breeze’s sustainability efforts, which include using fuel-efficient Airbus A220 aircraft. James highlights the importance of addressing multiple aspects of environmental impact, noting, “It’s not just about fuel. There’s also noise pollution, which is huge in some of the airports we fly into because they’re surrounded by neighborhoods. Our aircraft lets us cut down on that.”

James’ Takeaway:

“I always say, don’t be so precious about it. If someone else comes in with a better idea, listen to it. At the end of the day, we’re all building the same thing, and the brand comes first.”

By fostering an open environment where feedback is encouraged, Bell ensures that the brand—not individual egos—takes center stage. This approach not only drives innovation but also builds a stronger, more cohesive team culture.

To learn more about how James Belyeu combines creativity, collaboration, and a seriously nice approach to redefine airline marketing, tune into the full episode of CMO Weekly.

Crack open a handful of the week’s best marketing links—because good fortune favors the curious.

That’s a wrap for this week’s Friday fortune.

If you enjoyed the read, pass it along to your favorite marketer who could use a little extra inspo in their inbox.

Until next time, may your marketing be memorable and your cookies always be fortunate!

— The OpenFortune team