Jetstar urges Australians to Live for Today in new J. Walter Thompson campaign
MELBOURNE — 1 June, 2016 — Jetstar has unveiled its new campaign via J Walter Thompson Melbourne encouraging everyday Australians to fly more places, more often and Live for Today.
An evolutionary step in the brand’s marketing, the heart-warming campaign speaks directly to the brand’s sole proposition: ‘All day, every day, low fares’. J Walter Thompson is responsible for all elements including planning & strategy, creative and digital.
Michael Godwin, Managing Director, J Walter Thompson Melbourne said the new campaign for the airline is a pure celebration of the brand’s reason for being.
“One of the things we were very mindful of during campaign development was that Jetstar has been incredibly disciplined in establishing some valuable assets over the past 12 years. These include an optimistic personality, an upbeat tone of voice, the colour orange and the brand’s end-line. Rather than throwing all of this equity out, we sought to re-fresh it and bring it to life with a bit more meaning.
“The campaign is the result of this strategic consideration. Through a tapestry of very real, very human moments made possible by Jetstar, it reminds Australians what it means to be able to ‘seize the day’ and take advantage of Jetstar’s incredibly low fares and the vast choice of destinations on offer,” he said.
Jetstar Group Chief Commercial Officer Catriona Larritt said: “For more than a decade, Jetstar has enabled everyday Australians to fly to more places, more often, making it possible for Australians to experience adventures that previously would have been out of reach. The campaign celebrates our reason for being and brings to the forefront the positioning proudly emblazoned on Jetstar’s planes: ‘All day, every day, low fares’.”
Filmed in multiple locations including Tokyo, Bangkok, Phuket and Melbourne, the 30 sec and 60 sec spots also highlights the reach of Jetstar’s international, domestic and regional network.
The new campaign launches live across all of Jetstar’s channels, Pay TV (30sec), FTA TV (60 sec), digital, print, OOH, Internal Communications, cinema (60 sec), and social from this week.
The executions can be viewed here:
The campaign is the first to be released by J Walter Thompson since they won the business at the beginning of the year, after a highly competitive pitch. The brand campaign will be seen on air throughout the year interspersed with Jetstar’s ongoing retail campaigns.
J Walter Thompson is part of WPP AUNZ.
Annie Price – Creative Director
Penny Flanders – Senior Account Director
Jacob Hewitt – Account Director
Sandi Gracin – TV Production
Jetstar launched in Australia in 2004, and has carried more than 200 million passengers, operating more than 4,000 flights a week to more than 75 destinations.
About WPP AUNZ
WPP AUNZ is part of WPP, the world’s largest communications services group with billings of US$73 billion and revenues of US$19 billion. Through its operating companies, the Group provides a comprehensive range of advertising and marketing services including advertising & media investment management; data investment management; public relations & public affairs; branding & identity; healthcare communications; direct, digital, promotion & relationship marketing and specialist communications. The company employs nearly 194,000 people (including associates and investments) in over 3,000 offices across 112 countries. For more information, visit www.wpp.com.
WPP was named Holding Company of the Year at the 2015 Cannes Lions International Festival of Creativity for the fifth year running. WPP was also named, for the fifth consecutive year, the World’s Most Effective Holding Company in the 2016 Effie Effectiveness Index, which recognizes the effectiveness of marketing communications. In 2016 WPP was recognised by Warc 100 as the World’s Top Holding Company (second year running).