JWT evolves Jetstar’s message from low fares to destinations with first work

Jetstar JWTAfter 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.


  • Annie Price – Creative Director
  • Penny Flanders – Senior Account Director
  • Jacob Hewitt – Account Director
  • Sandi Gracin – TV Production

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