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Effort began with starting a social space for rabid JetBlue customers to weigh-in on what they wanted out of a Loyalty Program. This laid the foundation for what would become a brand new frequent flyer program unlike any other.
Website to support campaign with a direct call to action to JOIN the program.
Individuals stories with what they are True to. This was purely their story. It wasn't intended to be a shill for Jetblue. Which was in line with the brand that is Jetblue.
Takeover of LaGuardia and the subway system in NYC.
From the sponsorship of one of the biggest yoga events in Central Park to video that ran on Hulu, the message was a consistent one - you are true to something and we are true to you.
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JetBlue

A truly integrated campaign to support the re-launch of the new True Blue program from JetBlue. Posters, website, video, in-airport signage to yoga mats. Resulted in an 80% lift in aquisition into the program compared to that of the program before the changes in benefits.

Todd Dexter
Creative Director | Art Director | Designer Chaska, MN