JSX operates scheduled shuttles using private jet terminals in the Western U.S.

Jet card and on-demand charter operator JetSuite has rebranded its JetSuiteX division as JSX along with a refreshed website, logo, livery and new ad campaign. The company said its goal is “to define its innovative form of air travel as a ‘hop-on jet service.’”

JSX says its mission is to “dramatically improve short-haul air travel by offering publicly available charter flights on 30-seat jets from private terminals.”

It now flies daily out of six airports: Burbank (BUR), Las Vegas (LAS), Orange County (SNA), Napa/Concord (CCR), Oakland (OAK), and Seattle-Boeing Field (BFI). JSX’s seventh destination, Phoenix (PHX), will launch later this month.

“Because commercial flying is such drudgery, the notion of joy in flying or hopping on a jet is a foreign concept to so many business and leisure travelers. We have created a model at JSX that fuses the best of the commercial experience, meaning accessibility and cost efficiency, with the best of private flying which is ease, time efficiency and an elevated experience,” said Alex Wilcox, the CEO, in a press release, adding, “As we continue to grow, it’s important we not only distinguish ourselves uniquely as a brand, but as a new type of travel solution that is focused on creating ‘Joyful, Simple Xperiences’ every time you fly – and which is now clearly reflected in our new name ‘JSX’.”

JetSuite JetSuiteX JSX

San Francisco-based Eleven, Inc., was tasked with developing the brand strategy and positioning platform and creating and deploying a new ad campaign across multiple channels including digital advertising, out-of-home, and digital video. 

Paul Wylde, who led the rebranding, said, “The concept behind the new JSX logo was to craft a symbol that was elegant, timeless and confident, yet modern – representing the courage, innovation and accessibility of the brand. The X has connotations of flight, movement and precision – conveying the operational excellence and commitment to service that is inherent with the brand.”

JSX Destinations and Amenities

JetSuiteX

Every JSX flight offers soundproofed interiors, complimentary premium cocktails, and at least 36 inches of legroom in a 1×2 configuration aboard a fleet of Embraer 135 and 145 jets. Aircraft are equipped with power outlets at each row, and high-speed Wi-Fi is set to roll out across the full JSX fleet of Embraer 135 and 145 aircraft in 2020 — in partnership with SmartSky Networks, a new in-flight WiFi provider.

The new ad campaign, debuting across multiple digital channels today including Facebook, Instagram, YouTube, and Kayak.

JetSuite and JSX have been expanding after investments by JetBlue and Qatar Airways.

About the Author Doug Gollan

I am Founder and Editor of Private Jet Card Comparisons, the only independent buyer's guide to jet card membership programs, and DG Amazing Experiences, a weekly luxury travel e-newsletter for private jet owners. I am also a contributor to Forbes.com