THE Atlantis resort has unveiled a strategic alliance with Jet Blue and the airline's TrueBluie customer loyalty programme, in a move designed to drive tourist traffic to the Paradise Island destination.

Guests vacationing at Atlantis and The Cove can now earn one TrueBlue point for every $1 spent on the base room rate accommodations at any of five lodging options, including the Cove and the condo-style resort, The Reef Atlantis, as well as the Beach Tower, Coral or Royal Towers.

"What's better than a partnership made in paradise? JetBlue is excited to team up with Atlantis to offer another great option for TrueBlue customers to earn points for future travel," said David Canty, director, loyalty marketing, JetBlue.

"Partnering with JetBlue's TrueBlue program offers our guests yet another great incentive to visit Atlantis," said George Markantonis, president and managing director of Kerzner International (Bahamas). "JetBlue is a strong partner to Atlantis by providing direct air travel to guests in key markets."

Atlantis has kicked-off the partnership with a two-week long promotion at JetBlue's Terminal 5 (T5) at New York's John F. Kennedy International Airport. Its mobile experience will take place from June 23 - July 6, 2012, in the Lower Grandstand at T5, and includes a lounge mimicking The Cove, a photo booth and more. Atlantis is providing beach-themed merchandise, including sunglasses, beach bags and headphones..

JetBlue currently offers multiple daily departures to Nassau, Bahamas from New York's JFK, Westchester County, Boston, Orlando and Fort Lauderdale.