JetBlue Airways, the largest carrier at Logan International Airport, is debuting a new ad effort that is initially running just in the Boston market.

Frequent flyers on other airlines are like pigeons, the most underappreciated frequent flyers of all, suggest ads with the theme of “Air on the Side of Humanity.” But book a flight on JetBlue, and pigeon is transformed into a bird of rare plummage.

The campaign points out that JetBlue customers get the most legroom in coach, unlimited free snacks, and friendly service from an airline that has won the JD Power Award for Customer Service nine consecutive years. 

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The campaign was created by Mullen, the Boston ad agency that has worked with JetBlue since 2010.