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JetBlue*s TrueBlue Customer Loyalty Program and Carlson Marketing Launch the *Be True* Campaign

NEW YORK, July 1, 2010 /PRNewswire via COMTEX/ --JetBlue Airways, in partnership with Carlson Marketing, today launched **Be True** -- a new campaign focused on driving membership and raising awareness of the benefits and enhancements of TrueBlue, the airline*s newly revamped customer loyalty program. On a deeper level, the campaign is also an invitation to identify with a movement of likeminded individuals - whether it*s travel or music, science or yoga, running or friends and family - who are true to their passion. The campaign centers on two main themes: **Everyone*s True to Something. And We*re True to You.** and **Be True to Yourself and You Will Always Be Rewarded.**

Be True highlights the passions of six real TrueBlue members, selected from nearly 100 inspiring candidates that were nominated by the airline*s crewmembers. Each customer*s passionate true story of dedication - providing clean water wells in Tanzania, training medical students to care for people in austere environments, or teaching improvisation - demonstrates the importance of being true to yourself and your passion.

Similarly, TrueBlue shares its own passion of being true to its members by redesigning the customer loyalty program based on what customer*s want: every seat on every flight is available for travel (a) and there are no blackout dates, allowing customers to redeem rewards whenever they want to travel. This transparent and flexible new program is richer and more rewarding for members, who can earn one-way awards flights starting at just 5,000 points.

**Passion is one of JetBlue*s five values, and in our search for these inspirational people, our crewmembers identified some truly remarkable customers that make you stop and think about what it means to be completely dedicated to something,** said Dave Canty, director of loyalty marketing and partnerships for JetBlue. **Their passionate stories epitomize the theme of our campaign that *everyone is true to something, and we*re true to you.* We have designed our rewards program that is open, honest and real.**

To celebrate Be True, TrueBlue is offering an enrollment and flight bonus opportunity for signing up. Today through Thursday, July 8, new members will receive 1,000 bonus points when they join and enter BETRUE2 into the enrollment box (b). For customers who also purchase a flight and jet within 60 days of joining, JetBlue will also provide an additional 2,000 points (b).

The year-long campaign, created by Carlson Marketing out of its Minneapolis and New York offices, will involve email, in-flight, airport, online and out-of-home advertising. The videos are now airing in-flight on all JetBlue flights, and can also be viewed at

TrueBlue points will not expire as long as a member travels on at least one paid JetBlue flight or makes a qualifying purchase with a JetBlue Card from American Express within 12 months of their last TrueBlue transaction (either a qualifying flight or JetBlue Card transaction).

For customers who purchase a new reservation for travel between Los Angeles (LAX) or Chicago*s O*Hare (ORD) and Boston (BOS) or New York (JFK), JetBlue also has a limited time Triple TrueBlue promotion for these cities (c, d). Travelers must become a TrueBlue member before registering, and current TrueBlue members must register before booking to receive these points. There*s no limit to the number of times you can earn triple points during the promotional period..

02.07.2010. 10:48




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