JetBlue Airways has launched a new campaign focused on driving membership and raising awareness of the benefits and enhancements of TrueBlue, the airline’s newly revamped customer loyalty programme.

Published: 05 Jul 2010

JetBlue Airways has launched a new campaign focused on driving membership and raising awareness of the benefits and enhancements of TrueBlue, the airline’s newly revamped customer loyalty programme.

The `BeTrue’ campaign is an invitation to identify with a movement of like-minded individuals.

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 candidates that were nominated by the airline’s crew members.

Dave Canty, director of loyalty marketing and partnerships for JetBlue, said that the passionate stories of the chosen members epitomises the theme of this campaign.

“We have designed our rewards program that is open, honest and real,” said Canty.

TrueBlue shares its own passion of being true to its members by redesigning the customer loyalty programme based on what customer’s want.

The main revisions that were most desired by customers were: elimination of blackout dates. Every seat on every flight is now available for travel. Also, points would no longer expire, so long as members took at least one JetBlue flight per year, or made a purchase with a JetBlue-branded credit card from American Express. JetBlue also updated how points are awarded. Rather than based on flight lengths, participants now earn three points for each dollar spent and three additional points if they book on the airline’s website. Award flights are available starting at 5,000 points.

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 www.jetblue.com/betrue.

The campaign has been created eight months after an overhaul of the loyalty programme, reportedly said Leann Guinn, coordinator of marketing programmes at JetBlue.

Guinn told dmnews.com that the campaign is an opportunity for JetBlue to re-introduce the rewards programme, adding that many JetBlue customers are not programme members.

Guinn said JetBlue is targeting 25-to-50-year-old consumers, and its media plan focuses on individuals who are searching for travel in their day-to-day lives.

Members who sign up can participate in an enrollment programme and flight bonus opportunities. Through July 8, members will receive 1,000 bonus points when they join. The airline will also provide an additional 2,000 points to consumers who buy a flight ticket and travel within 60 days of signing up.