Loyalty blueprint: Airline rewards true passion

Minnesota – JetBlue Airways is promoting its new True Blue customer loyalty programme by presenting stories about people’s passions.

The Be True campaign features six people with passionate stories to tell. ‘I’m truly passionate about people,’ one man says. ‘It’s about a feeling of accomplishing the impossible,’ a woman adds. According to JetBlue, the promotion demonstrates how ‘true’ it will be to its customers.

The six True Blue members were selected from 100 candidates, nominated by the airline’s crew members. Their stories include accounts of training medical students, teaching improvisation and providing clean water wells in Tanzania. One way the airline claims to be staying true to travellers is by offering them points for bookings. For more on how brands are engaging with consumers, read our Brandtocracies report.