• by Gavin O'Malley , Staff Writer @mp_gavin, November 22, 2005

Attention, this is your captain speaking: JetBlue Airways and American Express have joined forces to market an AmEx JetBlue credit card through "Share the Love," a reality show in which two families compete to see which one can rack up the most rewards points on their cards by making purchases for other people.

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.