The year-long 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."
Six actual TrueBlue members were 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.
Created by Carlson Marketing out of its Minneapolis and New York offices, the effort includes 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. Through July 8, new loyalty club enrollees will receive 1,000 bonus points and an additional 2,000 points by booking a flight within 60 days.-Tanya Irwin