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JetBlue’s ambitious 25 for 25 challenge wrapped up at the end of 2025. Designed to celebrate the airline’s 25th birthday, the campaign combined generous loyalty rewards with a gamified travel goal that turned frequent flyers into an energized, self-organizing community.
A total of 2,370 participants from 43 states enrolled in the challenge and committed to fly JetBlue to as many destinations as possible within the promotional window. Of those who started, an impressive 90% completed all 25 required destinations (Sharon from Your Mileage May Vary documented her journey here). JetBlue ultimately awarded 811.5 million TrueBlue points and passengers shared their journeys through more than 1,300 social media posts.
The challenge sparked far more than mileage runs. Participants actively supported one another online, sharing routing strategies, celebrating milestones, organizing meetups, and explaining their personal motivations for taking part. Some treated it as a test of endurance and planning, while others framed it as a once-in-a-lifetime excuse to explore new corners of the JetBlue network. The fastest participant completed all 25 destinations in just six days and the challenge even inspired two marriage proposals.
The structure of the promotion rewarded incremental progress while dangling an extraordinary top prize. TrueBlue members earned escalating bonuses based on how many destinations they visited on qualifying JetBlue-operated flights through December 31st. Visiting 15 destinations unlocked 150,000 bonus TrueBlue points. Reaching 20 destinations added another 200,000 points (bringing the total to 350,000). Those who completed all 25 destinations earned the full bonus points plus 25 years of Mosaic 1 status.
Qualifying travel included paid tickets, award flights, Cash + Points bookings, and JetBlue Vacations packages (as long as the flights were operated by JetBlue). Each destination or airport counted once (even in multi-airport cities). Blue Basic fares and codeshare flights were excluded. The rules encouraged thoughtful planning and sustained engagement rather than simple back-and-forth mileage runs.
By blending loyalty incentives with social storytelling and real-world experiences, JetBlue turned a milestone anniversary into one of the most memorable promotions in recent airline history. With service to more than 100 destinations across the United States, the Caribbean, Latin America, Canada, and Europe, the airline gave customers both the motivation and the map to explore its network in full.
Anthony’s Take: The 25 for 25 challenge demonstrated that when rewards are meaningful and the experience feels communal, customers are willing to go far beyond their usual travel patterns. For JetBlue, the payoff was not just in points redeemed, but in loyalty reinforced, stories created, and a passionate customer base that helped carry the airline’s 25th birthday celebration far beyond the calendar year.
(Image Credits: JetBlue.)
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Advertiser & Editorial Disclosure: The Bulkhead Seat earns an affiliate commission for anyone approved through the links above This compensation may impact how and where links appear on this site. We work to provide the best publicly available offers to our readers. We frequently update them, but this site does not include all available offers. Opinions, reviews, analyses & recommendations are the author’s alone, and have not been reviewed, endorsed, or approved by any of these entities.
