Jetstar partners with MTV Japan to promote Australia

Jetstar has partnered with MTV Japan  – as part of a campaign to promote Australia to potential Japanese travellers. 

The anouncement:

Jetstar, Australia’s Low Fares Airline, has initiated a major campaign with MTV Japan, the country’s highest rating music TV network, which will start filming content this week to promote Australia to a new demographic of Japanese travellers.

The program, starring Japanese Jetstar competition winner Miho Yasuda is being filmed from today in Cairns, Gold Coast and Sydney and will be aired in Japan during November. Jetstar partnered with Tourism Australia, Tourism New South Wales and the Queensland tourism community. The significant investment aims to increase the Japanese in-bound market in 2011.

The multi-faceted campaign will reach thousands of Japanese consumers through MTV on-air, website and mobile channels in addition to Jetstar promotion through their website, social media and in-flight entertainment channels.

The three 30 minute episodes titled ‘Jetstar and MTV, Make My Day – discover my Australia’ will be broadcast a total of 12 times in Japan in addition to network advertising, with three minute versions of the program streamed on the airline’s website Jetstar.com.

Jetstar’s Chief Commercial Officer, David Koczkar said Jetstar was thrilled to partner with MTV to promote the airline’s services to Australia and is confident of a strong ‘return on investment’ given the network’s high ratings in Japan.

“With over 7 million household viewers, MTV has a huge influence in the Japanese market. MTV is a great fit for the Jetstar brand as it is youthful, fun and vibrant and has huge appeal across all age groups. It will be exciting to see the impact MTV has on increasing visitation from Japan in the coming months.

“Due to strong support from the wider tourism industry, this unique initiative has been made possible and will be a great example of what we can achieve when we work together,” Mr. Koczkar said.

Richard Beere, Executive General Manager International, Tourism Australia, was pleased to partner with Jetstar and MTV Japan endorsing holidays to Jetstar’s Australian ports.

“The MTV promotion is another strong initiative from Jetstar to send the Australian holiday message to the younger traveller- a key target group for us all. The programs will feature real people having real experiences and will help to demonstrate why There’s Nothing Like Australia!” Mr. Beere said.

Source: Jetstar press release


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