This fall AmEx selected two families who were flown to New York or Los Angeles, given a JetBlue Card from AmEx, and allowed 48 hours to earn enough American Express Award Dollars to fly home. The winning family received a year's worth of travel on JetBlue. The show will appear online and on JetBlue's in-flight satellite TV system in the spring of 2006.
AmEx has experience both with airline rewards programs and reality TV; it marketed a Delta Sky Miles card in 1996, and more recently backed NBC's "The Restaurant" and Bravo's "Blow Out." The JetBlue program was developed by Endeavor Marketing, Digitas, and Ogilvy & Mather Worldwide.