JetBlue Airways launched "Be True", a new promotional campaign focused on driving membership and raising awareness of the benefits and enhancements of TrueBlue, the airline's newly revamped customer loyalty program powered by Comarch.

The campaign highlights the passions of six real TrueBlue members, selected from nearly 100 inspiring candidates that were nominated by the airline's crewmembers. Each customer's passionate true story of dedication - providing clean water wells in Tanzania, training medical students to care for people in austere environments, or teaching improvisation - demonstrates the importance of being true to yourself and your passion. The airline links those stories with its own passion of being true to its members by redesigning, in association with Comarch, the customer loyalty program based on what customer's want: every seat on every flight is available for travel, and there are no blackout dates, allowing customers to redeem rewards whenever they want to travel.

It was the right fit for JetBlue to work on this project with Comarch, a university spin-off that's now a major player in the design of loyalty platforms. "We are a team of young, passionate, technology guys  so it was a pleasure to work with people who, like us ,think outside of the box" - acknowledges Marcin Kosciak, the VP of Enterprise Marketing Management at Comarch.

The year-long campaign will involve email, in-flight, airport, online and out-of-home advertising. The videos are now airing on all JetBlue flights, and can also be viewed at