You could say the sky's the limit as American Express returns to the realm of reality television, because its partner this time is an airline rather than a restaurant or a hair salon. JetBlue Airways
is joining with American Express for a contest, "Share the Love," intended to promote the JetBlue Card, a credit card that Amex introduced in July with a campaign featuring the theme "Carry the Love."
The joint promotion, with a multimillion-dollar budget, is indicative of efforts by marketers to forge emotional bonds between brands and consumers, particularly through experiences sponsored by the
brands rather than through traditional pitches like commercials.
Read the whole story at The New York Times, October 24, 2005 »
