This is not the first time that JetBlue has run a challenge related to their Mosaic “elite status” tier, but it is definitely the most generous. Not only are there a whole lot of customers eligible for a direct status match but the challenge window to keep the status is one of the longer versions an airline has ever offered. Plus, the challenge is open to everyone. Customers who hold Mosaic status in the TrueBlue program earn bonus points on their paid travel, have change and cancellation fees waived on flight & vacation package bookings, get expedited access to security lines and a free 2nd checked bag, among other benefits.
A big promotion has risks, of course. Rapidly growing the Mosaic customer base has the potential to make benefits fulfillment harder for the carrier. Kelly Roe, JetBlue’s Director of Loyalty and Partnerships agrees that the promo is big, but she’s not worried about the size; in fact it motivates her and the TrueBlue team:
We’re excited about it – this is a great chance to show people what we’ve got, so why not go big! There are quite a few ways this could go, depending on the Customer. There will be some who take the match in 2014, try and love us, and can fly enough for the challenge to get 2015 Mosaic membership as well. And there will be some Customers who take it for this year and then don’t make 2015 through the challenge, but even that exposure to the TrueBlue program overall is a win. It’s a good education on the benefits for the right audience.
As is typical for JetBlue, the promotion aims to be inclusive rather than only allowing a subset of customers to participate. As Roe notes, “I also like that we don’t leave Customers without status in the dark – absolutely anyone can sign up for the challenge and still qualify, even if they don’t automatically get the match.”
JetBlue also expects to roll out updates to their mobile apps later this year which will further improve the Mosaic customer experience.
As for the promo, here are the details on the two parts:
The status match offer is open to elites in all the major US-based airline programs, covering the following groups:
Delta® SkyMiles Medallion® Gold, Platinum or Diamond
United® MileagePlus® Premier® Gold, Platinum or Premier1K®
American Airlines® AAdvantage Platinum® or Executive Platinum®
US Airways® Dividend Miles Preferred Gold, Platinum or Chairman
Southwest® Rapid Rewards® A-List Preferred or Companion Pass
Alaska Airlines® Mileage Plan MVP® Gold or MVP® Gold 75k
Simply request the status match via email at any point between now and 18 April 2014 and include proof of one of the above status levels along with a current TrueBlue account and the match will be granted. That will get you Mosaic through the end of the 2014 calendar year.
Everyone – whether status matched or not – is also eligible to pursue a Mosaic Challenge to earn the benefits in an expedited fashion. Completing the challenge will qualify TrueBlue members for both the 2014 AND 2015 Mosaic programs. It is rare that a challenge completed in the first half of a year extends into the following year; JetBlue is being very generous in this regard. The challenge covers a 90-day window and, similar to the match, must be requested by 18 April 2014. To successfully complete the challenge a customer must earn 3,750 base points in the TrueBlue program, equivalent to $1.250 in airfare excluding taxes and fees, during the trial period.
Note that it can take up to two weeks for the challenge/match requests to be processed. Don’t wait too long to submit the request
- Changes to change fees on JetBlue; Mosaic members win big
- JetBlue’s Mosaic program now live
- Leaked internal memo details JetBlue Mosaic – TrueBlue’s elite program
- JetBlue launches two more bonus promos for 2014
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