Virgin America airline has teamed with Loyalty Lab to start offering rewards through its Elevate frequent fliers program. Fliers have been able to collect points — based on dollars spent, not miles traveled — with the airline since its launch in August 2007 and, as of six months ago, they are able to view their point balances online. Points redemption online started this month.

Southwest Airlines has added a new fast-lane perk to its Rapid Reward loyalty program, which it is also extending to its Business Select passengers.

Following its recent launch of an e-commerce site and catalog, sporting and outdoor goods retailer Gander Mountain has signed a private label credit card agreement with Alliance Data Systems Corp.

Sean Kimerling Testicular Cancer Foundation uses humor in viral videos; Brothers, beer and online marketing is the recipe for Widmer Brothers Brewing Co.; and Arby's tests its discount card program.

While parenting bloggers play a big role in Graco's new, integrated market­ing campaign that is rolling out to media outlets this week, the effort is just the latest example of the baby products marketer's growing commitment to social media.

Green Mountain Coffee's Crites sheds light on continuity clubs.

The Massachusetts Bay Transportation Authority, the Boston-area public transit agency, has begun a direct mail campaign to promote its Corporate Pass program. Steve Greenblatt Creative of Dayton, OH, is the agency working on the project.

The Ritz-Carlton Club, the fractional ownership arm of Ritz-Carlton, has launched Elevations magazine in a move to improve the owner experience, build loyalty and entice new buyers.

Book retailer Borders has revamped its Web site to make the experience feel more like its retail stores: warm, fuzzy and friendly for fireside reading. And, along with new author videos and personalized shopping pages, it also upgraded its send-to-a-friend functionality, making it easier for customers to do the marketing for them.

The Coffee Bean & Tea Leaf will send weekly promotions in celebration of its 45th anniversary to its e-mail database for the next five weeks. Beginning tomorrow, the "It's our birthday, your party" campaign will offer discounts and freebies every Tuesday.