AMERICAN EXPRESS WELCOMES JETBLUE AIRWAYS INTO ITS MEMBERSHIP REWARDS(R) PROGRAM

American Express and JetBlue to Give 50 Enrollees a Chance to Win the Ultimate Reward - A Bahamas Flyaway Vacation for Two, with Live Performance By Award-Winning Recording Artist Seal

NEW YORK, October 21, 2004 -- American Express today announced that JetBlue Airways has joined its Membership Rewards program. Beginning December 8, 2004, Cardmembers enrolled in the Membership Rewards program will be able to transfer points directly into TrueBlue, JetBlue's Flight Gratitude program, for travel with the airline. With the announcement, American Express becomes JetBlue's first TrueBlue program partner.

To celebrate the new relationship and thank their customers, the partners will give the ultimate reward to 50 winning enrollees in both the Membership Rewards program and the TrueBlue program: the "Pack for Paradise" Bahamas Flyaway Sweepstakes for two. The vacation begins December 8, and features a winners-only JetBlue flight with GRAMMY(R) Award-winning music artist Seal, who will also perform a live concert for the winners in the Bahamas. Winners will receive accommodations for two nights at Atlantis, Paradise Island resort on Paradise Island.

"We're always looking to add value to the JetBlue experience," said David Neeleman, CEO of JetBlue Airways. "Our customers will be delighted that we've signed, sealed and delivered the Membership Rewards program and the exciting launch sweepstakes."

"This new partnership brings together two companies that share a commitment to providing excellent value and superior service to our customers," said Alfred F. Kelly, Jr., group president, U.S. Consumer and Small Business Services at American Express. "We are pleased to add JetBlue - a top-10 domestic airline and rising star in the airline industry - to the Membership Rewards program and provide our customers with even greater choice and flexibility in their rewards options."

Since the airline's inception in 2000, JetBlue has become one of the fastest growing domestic carriers. The airline serves 29 destinations in 11 states, Puerto Rico, the Dominican Republic and now the Bahamas - JetBlue's newest destination. JetBlue joins a prestigious roster of 23 Membership Rewards airline partners - 13 of which allow enrollees to transfer points directly into individual airline loyalty programs for travel.

"PACK FOR PARADISE": BAHAMAS FLYAWA SWEEPSTAKES WITH SEAL

Membership Rewards enrollees who are also part of JetBlue's TrueBlue program can enter to win the "Pack for Paradise" flyaway sweepstakes that includes a free vacation for two to the Bahamas, on December 8-9, 2004, compliments of American Express and JetBlue. Recording artist Seal, along with the winners and their guests, will board a private JetBlue flight from New York's JFK Airport to Nassau. Once in the Bahamas, Seal, whose new album Seal Best 1991-2004 hits stores on November 9, will headline an intimate concert for the winners and their guests in the private theater at Atlantis, Paradise Island resort in the Bahamas.

From October 21 to November 12, 2004, qualifying customers can log on to www.americanexpress.com/ to enter the flyaway sweepstakes. Winners will be notified on or around November 18, 2004, and will travel from JFK Airport on December 8th, 2004.

In addition to the 50 grand prizes, American Express and JetBlue will reward 100 first-prize winners with a roundtrip ticket from New York City to anywhere JetBlue flies - including the Caribbean; 10 second-prize winners will receive a two-night stay in the Royal Tower Terrace at Atlantis; and 100 third-prize winners will receive 10,000 Membership Rewards points.

- Posted 12:48pm

"The Ride Home"

It's 9:30 on Friday morning, and the long faces begin to gather outside the Atlantis Resort for the ride home. Long faces? You'd have one also if you were heading away from an absolutely wonderful two days of sun, music and -- important to the frequent flyer - the ear of the executives attending from American Express Membership Rewards and JetBlue TrueBlue.

There's a little bit of grousing, because that's what makes some people feel good (they grouse to get someone's attention). But the compliments and real sense of loyalty to these two brands are far more evident.

So on we march toward the buses and the airport. No problems checking in. The flight looks full. But we all look out the window with the same thoughts - not only were we lucky to be the winners on this sweepstakes, but lucky because we dodged the rain that is just now starting.

On board, I notice that the seatback video screens already are promoting the new partnership between these two programs, and I settle in for some TV show called "MTV Pimp My Ride." This live satellite DIRECTV stuff is fairly addicting; four consecutive episodes of this show (believe it or not) and I'm back in rainy New York.

I look around to again thank American Express and JetBlue, but they are still deplaning, so I hustle to grab a cab toward another airport and another flight. Strange thing is: I wish it was on JetBlue.

- Posted 4:46am

"Sunset Cocktails"

Well, the day comes to an end and all the winners gather around yet another spectacular setting for a farewell cocktail party. A few have a little color in their faces from the sun, others have stories of the day, but they all have had a good time. Ralph Andretta, senior vice president and general manager of American Express Membership Rewards, floats a question while everyone enjoys yet another of the popular Paradise Sunset drinks: Who has been brave enough to ride the water slides? There are a lot of raised hands and tales of bruised behinds and waterlogged sinuses. Ah, we all have our own badge of courage from the Leap of Faith.

The one-hour party soon turns into nearly two hours, and then everyone scurries off to dinner reservations or one last round with the slot machines. Some have money that friends gave them to place bets with, hoping to win big and extend their stay.

And we're all still talking about the Seal concert.

One last point deserves a mention: A few dozen winners also talked about loyalty and why they were here. It seems that unknown to them, American Express arranged special gifts for those with birthdays, anniversaries and occasions that can only come from knowing their customers. After the day in the sun, a great concert and much more to be thankful for, these lucky members were most happy and pleased with the surprise of being rewarded for their personal lives. Perhaps there's much more to loyalty than points and frequent flyer miles.

Trivia: American Express Membership Rewards and JetBlue TrueBlue both share the same currency "term" between programs in that their currencies are both referred to as "points." And to test your knowledge of the Membership Rewards program, of the 11 airline frequent flyer programs into which you can transfer your Amercian Express Membership Rewards "points," what other airline program also counts its currency value in "points" rather than miles? Answer: EL AL Matmid. Got ya!

Later, I'll report on "the ride home."

- Posted 2:33pm

"Extreme Makeover..."

I get to watch a film crew profile a very special family: They are guests and a soon-to-be-featured family on the popular TV show "Extreme Makeover." Knowing the history of the show and the families that are featured, it does make one consider just how lucky we are this holiday season. Bless them.

I have found one very strange thing here at the Atlantis. Though they have done a great job of decorating for the holidays, complete with poinsettias and Christmas trees, somehow it's just not clicking. The sun, the sand, the palm trees and the steel band music are kicking that Christmas-y feeling to the curb. But I can say that Mango Bangos do have more kick than hot apple cider...


And, speaking of the holidays, happy Hanukkah to those who celebrate this holiday today at sundown.

- Posted 2:23pm

"Slip Sliding Away"

And what am I finding to be the most challenging task of the day in following the winners around? The water slides.

There are basically two main ones, both of which will leave you questioning your bravery or your sanity. I spend the most time traipsing up and down (as in straight down) the six-story Mayan Temple Leap of Faith. While it's true that I do feel like I am sacrificing myself, the few minutes (OK, the few seconds) of the ride do leave me fully invigorated. Basically, you propel yourself off a near-vertical plunge, pass through a clear tunnel that has sharks looking in on you, and then you are deposited into a lagoon of water.

And once you tire of that (yeah, right!), you turn the other way for the Challenger slide in which two people race side-by-side down a similar ride. It doesn't matter if you cheat, because each slide is timed and the record is flashed for all to see at the bottom. The first time I ride, a 10-year old girl beats me by .01 seconds. She must have just gotten lucky, because I smoke her and her father the next three times down. And then there is this older gentleman who thinks... OK, OK, let me take a deep breath. I think you get the picture. It's fun... and by the way, just try and beat my best time down the slide: 4.68 seconds. Honestly, you could amuse yourself for hours here, getting a nice cardio workout from climbing the steps to the top on every run down the slide.

P.S. In the picture below, that's me halfway down the plunge (the little dot on the white slide). At this point, you are lucky you can just see me - not hear me, as I am screaming...

- Posted 2:01pm

"The Atlantis"

OK, I must tell you about this hotel. It's huge, nearly 2,500 rooms, and everything has a theme - the lost continent of Atlantis. For dreamers like me, it comes across pretty well as I marvel at "the Dig" where I learn such things as the origin of the ancient Atlantean wet-cell battery (earthenware jars with copper and zinc electrodes submerged in a vinegar solution).

OK, OK, I'll get on to what the winners did all day long.

As noted in my last post, i spied several winners by the pool. Well, the whole group has spread itself over all 11 pools, and it was everything I could do to cover all of them as well as the beach. But I did it, and can tell you that there's no need to get up at dawn to snag the good chairs in the sun if you want to hang by a pool. I found dozens of chaises available for sunning the whole day long.

Here's a look at just some of the ways in which the winners have been entertaining themselves:

-- a visit to the Mandara Spa for the Elemis Exotic Coconut Rub and Milk Ritual Wrap;
-- playing tennis;
-- putting at the 18-hole course;
-- getting temporary tattoos inked on;
-- playing shuffleboard;
-- playing pingpong by the waterslide area before being distracted by sharks swimming by (I'm not making this up);
-- taking SCUBA lessons in the Mayan Temple pool;
-- attending a puzzle challenge in the library;
-- betting on a few football games at the casino (one person is in at 320-1 odds);
-- playing pickup basketball (I did score the winning basket in a reverse layup after a crossover dribble; you should have been here!);
-- playing some B-I-N-G-O;
-- attending a gaming lessons class (poker was the game of interest among this group);
-- eating Shark Bite burgers at one of the many poolside restaurants; and
-- drinking "Dirty Banana" concoctions to the point where I I lost count.

And that was all before nap time. Yes, the Atlantis has something for everyone. In researching why this place was chosen, I discovered that it currently is a partner of the American Express Membership Rewards program, and you can redeem points for free stays here. The current exchange rates (per night) are: Jan. 1-April 15, 40,000 points; April 16-Oct. 31, 30,000 points; Nov. 1-Dec. 31, 40,000 points.

Also affecting the choice of the Atlantis was JetBlue's new service to Nassau. One relationship plus another equaled one great choice.

But one of the best parts of my research has been seeing all the absolutely great aquariums they have here. I trailed the winners for hours as they looked in on sharks, seahorses, piranhas and the many rays and sea turtles. One really never gets tired of watching the creatures of the sea.

- Posted 8:33am

"More Meetings"

Well, I have to tell it like it is. The sky is bright blue, the water is colors of blue, the beach looks like sugar, and I'm sure that if I'm going to do my job, I've got to go find more winners of this sweepstakes to talk to. I think I see a few of them by the pool...Later.

- Posted 8:30am

"The "Official" View"

OK, Seal lovers, here's the man up close where all the winners were.

- Posted 8:24am

"The Batman Song"

As the night wears on, it's pretty obvious that this evening is special for everyone here. The crowd calls out for Seal hits like "Crazy" and "Kiss from a Rose." After teasing the audience that he is not playing those songs any more because he's reserved them for his little girl, the crowd does get its way.

The laughter for the night is when Seal tells of "the Batman Song." It seems that in airports, Seal is recognized thanks to the scar on his face, and fans come up to him and deem him the guy who sings "the Batman Song."

His rendition of "Rose" prompts more than one tear in the audience. Hey, it's a pretty good song. So the lighters come out, and we get three more encore songs, and we get something even better - memories of music and more for a lifetime.

I can only say that with a launch like this, the partnership of American Express Membership Rewards and JetBlue TrueBlue is meant to be a winner.

- Posted 8:15am

"SEAL sings"

I can sure vouch that the women really like this guy. I'm standing next to a lady who won out in the scramble for one of the sweat rags that Seal tosses into the crowd and, well, I can't really describe her actions with the prize - this is a family Web site, you know. But needless to say, she's happy, and I'm sure a shrine will be erected within the next few days.

I was asking American Express how they chose SEAL. Apparently he is a fan of American Express, so the deal was easy to pull off. (Nora Jones was also in the running.) It took about six months of planning as the promotion for the partnership with JetBlue coincided perfectly with the launch of their new service here to Nassau. From the stories I heard, it seems this partnership and this event were just meant to be.

Now, I don't have any real pictures of the concert. Seal's agent asked that there be no pictures or video, and I'm not looking to get deported from the beach, so I've got a few pictures here of him as he is talking to the crowd at the end of the concert. I'll get some real photos from the "official" picture taker and post them later on.

- Posted 8:05am

"The Music Man"

OK, we all make it to the concert hall. Actually, I'm covering up for some of the winners who are trying to extend their luck. It seems that the path of least resistance to the concert hall took us through the casino (really), and we might have lost a few along the way.

Anyway, we're all sitting politely in our seats when the announcer introduces Seal and invites us all up to the stage as he starts the music. He's backed by a four-piece band and enough sound equipment to do the Rolling Stones proud.

Most of us are standing at the edge of the stage, just a few feet from Seal as he sings his way through 75 minutes of great music for everyone. No wonder this guy won a Grammy Award. For those who feel best in their seats, they are still no farther than 25 to 30 feet from the stage. Speaking as one who saw the Eagles in Mile High Stadium in Denver a few years ago from a half-mile away (I think it's commonly called the nosebleed area), this is as good as it gets.

- Posted 7:54am

"The Beverage of Choice"

As the evening wears on, I can think of no better way to talk to the winners than to get elbow to elbow with them at the bar. But this is no beer-drinking crowd, and there's only a little bit of wine flowing. True to the spirit of getting away from it all, we love the looks of our drinks in shades of pink, orange, red and green - sans unbrellas.

So what is this colorful array of liquids? Meet Bahama Mama, Goombay Smash, Bahama Colada and Mango Bango. And if that's not enough, the special drink of the evening is the Paradise Sunset, a mixture of Bacardi Spiced Rum, fruit punch and coconut rum or Nassau Royale (a liqueur).

Well, concert time is here, and with one last tribute at the dessert bar, I hear Seal calling my name. (Actually, I just hear voices - it must be the "Sunset" talking.)

- Posted 7:27am

"The Stories"

As the two-hour food fest moves on (and I am really festing myself), I notice that despite being thrown in among 100 other strangers, this crowd seems to be instant friends with each other. Groups gather, no one stands alone, and I'm overhearing story after story about how they all got here and what it means to them. Here's a few:

On one of the buses from the airport, it seems that another bus passed them. One of the winners yelled out, "Don't let them beat us!" Well, as soon as that was said, everyone quickly relalized that the pace needed to slow down. The others quickly piped in, and all agreed - let the bus race on. We're all going to slow down and enjoy the moment.

In chatting with the folks from American Express, they told stories about trying to contact the winners. Apparently, one couple had caller ID, and because the phone line from the marketing group calling to announce them as winners read "marketing services," the couple kept hanging up before American Express could utter the magic words, "You're a winner!" This went on for a number of calls. Finally the marketers decided to call at an off-hour, and they were then able to leave a message on the answering machine.

True to modern times, most winners at first thought the announcement that they had won was bogus!

Among the other winners gathered here: a couple from Oyster Bay in Long Island, N.Y., who are celebrating their 37th wedding anniversary this evening, and a law student who also works full-time as a paralegal (and who is in the middle of his finals). The future lawyer would not have missed this for the world, and yes, he can be seen on the beach with his nose in a heavy stack of books and papers.

- Posted 7:02am

"Island Time at the Lagoon Lounge"

Well, it's more than a polite 10 minutes after 6 p.m., and the lucky winners of the Membership Rewards/TrueBlue sweepstakes are still drifting into the Lagoon Lounge for some revival spirits and snacks before the big event: the Seal concert.

The lounge is circular, so it's just not me thinking I'm walking in circles as I and the others line up for conch fritters and coconut shrimp. There's plenty of other food, but you can tell I got in a food rut and am not interested in anything else. Well, the creme brulee does look pretty enticing...

We've got a steel band playing island music, and all the executives from the sponsoring programs are here. If you've ever been a customer and wanted a chance to talk one-on-one with a program you belong to, this is the perfect evening for that.

- Posted 2:26pm

"Wish You Were Here?"

Well, with a few hours before the private concert, I think there's a meeting in the conference room I must attend (and yes, the conference room is on the beach). Later.

- Posted 2:15pm

"What We're Doing"

We have our credentials. Here's the schedule:
Where:
Lagoon Lounge at the Atlantis Resort
When:
6-8 p.m.
Pre-show reception with hors d'oeuvres:
8:30 p.m.
Exclusive concert with SEAL

- Posted 2:09pm

"Inflight Services"

It's not every day you see inflight services handled by frequent flyer program executives. Here's Chris Lynch (Vice President, Membership Rewards) explaining how the new partnership with JetBlue works.

- Posted 1:59pm

"Seal Sits in Seat #?"

And the BIG announcement: Mr. Seal, who has just flown in from the West Coast, boards amid a happy round of applause and promptly takes ... seat 1F. So, he's a window guy. And he's joining us on today's flight.

- Posted 1:58pm

"The Goodie Bag"

OK, here it comes - the proverbial goodie bag. In the gateway all passengers get a handy blue (of course) JetBlue flight bag packed with enough souvenirs that I might have some left over for one of you. Here's what I have rummaged through so far:
-- a folder of information from the Atlantis Resort where all the winners will be staying
-- a signed CD by Mr. Seal of his latest album - Best: 1991-2004
-- an Atlantis Resort beach towel
-- a very nice and generously sized sampler kit of Burt's Bees products
-- a rather large bottle of suntan lotion (SPF 15 for you sun gods)
-- a co-branded water bottle from Membership Rewards, TrueBlue and Atlantis
-- a waterproof sports camera from Kodak for those magic moments, and
-- a few snacks to fatten us all up.

*Rating the goodie bag: 10 Membership Rewards points (out of 10). Everything in the bag, and even the bag itself, is usable. Best item: the signed CD by Mr. Seal. No, you won't find mine up on eBay, but I may offer the entire bag up to some lucky member of FlyerTalk.com.

- Posted 1:55pm

"Ready for Takeoff"

- Posted 1:52pm

"Getting On Board"

Standing in line I notice one thing: There are a lot of tennis players on this flight. No less than a dozen passengers with rackets are in line in front of me. It's a good sign, as it certainly shows how much these winners are looking forward to a few days of sunshine. Next clue: Everyone is smiling - especially the executives from American Express and JetBlue.

Funny how we all want to board at once. Apparently no one wants to be left behind.

- Posted 5:18am

"Now Boarding"

Well, time to go. Will try and file a report in-flight, but that's not up to me... technology, you know. Here's the boarding gate, and I've yet to find out where Mr. Seal is hanging out. Apparently there's a lounge program i know nothing about.

One more thing. As a very positive customer service thing to do, JetBlue handed out $8 breakfast vouchers to all passengers on this private flight. Like a dummy, I'm in my frequent flyer mode and automatically pay with a credit card; only a few minutes ago I realized that I could have saved a few bucks. Frankly, I'm happy to have saved JetBlue the money. So far, the airline is everything passengers say it is.

- Posted 4:56am

"Just Married"

Among those checking in: a newly married couple (the bride with an actual veil to prove it) who were planning on the wedding anyway, and were astounded when they got an email from American Express letting them know they had won a free trip to Nassau from this sweepstakes. Their lucky day, and ours. Nice couple.

- Posted 4:52am

"Mr. Seal"

I don't know Seal's first name, so as I spy his black Escalade purring up to the curb right in front of my very eyes, he becomes Mr. Seal to me. With a few handlers to keep the likes of me away, I notice he doesn't prefer Tumi luggage when traveling, relying instead on his camouflage messenger bag to do the trick. Works for me. First impression: good guy. Second impression: He's pretty tall. Third impression - My fiancee tells me he's a pretty good singer. Thanks, JetBlue and American Express, for my early morning VIP moment.

- Posted 4:51am

"The check-in...."

Whoa...film crews and all that. Well, this is quite an event. Here's what it was like when checking in for the flight.

- Posted 4:49am

"Welcome"

It's 6:16 a.m. and nearly two hours before the flight. Tired and grumpy, I'm met with a smiling face and a nice welcome at the JetBlue terminal, which BTW, is really busy this time of the morning.

- Posted 3:24am

"Third Place?"

OK, today's the day. You may now convert your Membershipship Rewards points into points with the JetBlue TrueBlue program. Interested? Here's the conversion rate:
1,250 Membership Rewards points equals 5 TrueBlue points. Transfer must be made in multiples of 250 points. Minimum transfer is 1,250 points.

You may only convert points into the TrueBlue account held by you or an additional Cardmember linked to your account.

For each point transferred into the TrueBlue program, a fee of $0.0004 per point*, with a maximum fee of $50, will be charged to your American Express credit card account. True, none of us likes fees, but this is a re-capture of the federal excise tax on miles. Don't like it? Do like I do and complain to your congressman.

And finally: If you look at the list of partners in the Membership Rewards program on the American Express Web site, you'll find that JetBlue TrueBlue is listed #1. Not bad placement. Speaking of placement, how about 3rd place in this sweepstakes -- 10,000 Membership Rewards points. Heck, I'd be quite happy being one of those lucky 100.

Well, it's 5:30 a.m. on the day of departure, and I need to get off to the airport. Maybe a picture or two before we take off...I'll see what I can come up with.

- Posted 9:21pm

"The Evening Before..."

OK, here I am at nearly midnight at the Holiday Inn Express at JFK Airport. In a few hours I'll be hearing the wake-up bell, and after a quick rinse-off, I'll head for the terminal for the start of this grand adventure. Imagine, all these JetBlue customers (winners) on a private jet headed to the sunshine. Since it's a rainy, dreary evening with light snow in the forecast, I'll join those who are ready and brave enough for a morning toast to the reason we're all in New York.

I hope to chat with executives from both Membership Rewards and TrueBlue during the flight, and then deliver my version of "60 Minutes" - in 60 Seconds. Well, off to Snoozeland. I plan to get to the airport early to file a few more reports before takeoff.

- Posted 10:51am

"Concert for the new Partnership"