JetBlue campaign touts TruBlue loyalty program

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JetBlue Airways launched a campaign June 30 to acquire new members for its customer loyalty program, “TruBlue.”

The campaign will include e-mail marketing, in-flight and airport spots, and online and out-of-home advertising. Agency Carlson Marketing created the campaign.

The effort, “Be True,” was created eight months after an overhaul of the loyalty program, said Leann Guinn, coordinator of marketing programs at JetBlue.

She said the campaign is an opportunity for JetBlue to re-introduce the rewards program, adding that many JetBlue customers are not program 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.

The company enlisted real people for the campaign. The campaign creative features the “real passions” of six TruBlue members, each with a story about dedication. For instance, one member talks about providing clean water wells in Tanzania, while another speaks about teaching improvisation.

The airline made changes to the program after a customer survey was conducted a year and a half ago. Taking consumer opinions into consideration, the company added more flexibility with accrued points that no longer expire, with the proviso that members must travel on at least one paid JetBlue flight or make a qualifying purchase with a JetBlue Card from American Express within 12 months of their last TruBlue transaction.

Members who sign up can participate in an enrollment program 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.

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