JWT evolves Jetstar’s message from low fares to destinations with first work
After 11 years with Ted Horton in the creative cockpit at Jetstar, the airline has launched its first work since moving the account to J. Walter Thompson Melbourne.
After more than a decade of anchoring its message in low fares, the airline has shifted its focus to its range of destinations and the reasons customers might want to travel.
The new campaign remains anchored in the budget space with the tagline ‘All day, every day, low fares’ and has been described as an “evolutionary step” in the brand’s marketing.
JWT Melbourne managing director, Michael Godwin, said the agency needed to be aware of the heritage that the airline had already established.
“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,” Godwin said.
“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.”
JWT’s work includes a montage of people in a range of destinations and at family reunions intercut with shots of planes and hostesses helping passengers.
Jetstar chief commercial officer, Catriona Larritt, said the new work aimed to show how Jetstar made travel easier.
“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’.” Larritt said.
Credits:
- Annie Price – Creative Director
- Penny Flanders – Senior Account Director
- Jacob Hewitt – Account Director
- Sandi Gracin – TV Production
Is it just me or does the the VO remind anyone else of the current Qatar Airways Tvcs?
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Hope their not paying JWT too much. They’ve just recycled Hyundai previous tag line All day Every day Hyundai…. the jetstar version seems awkward.
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Unlike the promise of the ad… it takes them nowhere.
Quite fitting in an ironic…. delayed and cancelled flights….. kind of way.
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“Montage” – generally a euphemism for lack of an idea and all round blandness. Never has it been more true.
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Losing the star jump is a mistake. Another unfortunate instance of throwing the brand out with the bathwater.
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Another bland, boring and lazy ad from JWT. Once of the biz’s best agencies, now a sad punch line. The tag isn’t even original. You wonder if anybody at Jetstar is doing their due diligence. Just horrible all around.
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Check your use of ‘their’ and ‘they’re’.
And also check your history. ‘All day, every day, low fares’ has been Jetstar’s line for 12 years. It’s painted on the planes.
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‘…doing their due diligence’ is correct whereas your suggestion of ‘…doing they’re due diligence’ is incorrect.
Best to be right when trolling a troll.
He has a point re bland, I was expecting more from JWT Melbourne, especially with a new ECD who they have moved from NY to Melbourne.
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