[Editor's Note: Customer survey leads to program change.] Shahnaz Mahmud - DM News - 7/2/10 JetBlue Airways launched a campaign June 30 to acquire new members for its customer loyalty program, “TruBlue.”

The campaign will include e-mail marketing, in-flight and airport spots, and online and out-of-home advertising. Agency Carlson Marketing created the campaign.

The effort, “Be True,” was created eight months after an overhaul of the loyalty program, said Leann Guinn, coordinator of marketing programs at JetBlue.

She said the campaign is an opportunity for JetBlue to re-introduce the rewards program, adding that many JetBlue customers are not program members. Read the full story.