JetBlue didn’t become a leading airline by being a dinosaur. They strive to be different. They strive to be better. And that not only includes better service, but being environmentally conscious, too. JetBlue wanted to showcase their commitment to planet earth, so they turned to Centra to help spread the word for the launch of Jetting To Green — an integrated cause marketing initiative. Centra negotiated partnerships with 18 green companies, including Pangea Organics, Kiss My Face and Seventh Generation, to create thousands of eco-friendly kits, which included over a million product samples. They were distributed at numerous airports nationwide and event sponsorships to encourage consumers to embrace the cause. At airports and events, people were encouraged to sign an oversized pledge board promising to help JetBlue in their efforts to protect the environment. The program helped establish a JetBlue green database and CRM initiative by creating the Jetting To Green online sweepstakes and promotional microsite and gave away great prizes, such as a Toyota Prius, an eco-culinary retreat and Go Green vacation prizes. The Jetting To Green promotion generated hundreds of thousands of online entries. We accomplished our sampling goals and JetBlue’s dedication to environmental sustainability continues on. The marketing strategy assisted to increase brand loyalty, helped protect the environment and clearly demonstrated JetBlue’s commitment to environmental change.