Jetstar Urges Australians To ‘Live For Today’ In New Campaign

Jetstar Urges Australians To ‘Live For Today’ In New Campaign
SHARE
THIS



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.

The executions can be viewed here:

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.”

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 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.

CREDITS

Annie Price – Creative Director

Penny Flanders – Senior Account Director

Jacob Hewitt – Account Director

Sandi Gracin – TV Production

 

Please login with linkedin to comment

Cath Stone

Latest News

Spikes Asia Portraits
  • Marketing

Spikes Asia Appoints Jenny Lau As Events Director

Spikes Asia has announced the appointment of Jenny Lau as events director. Based in Singapore, Lau will take overall responsibility for Spikes Asia.  Lau (pictured) has worked within the Asia-Pacific advertising industry for more than 20 years and brings a deep understanding of the trends and issues affecting the regional advertising and marketing industry. Lau […]

ANZ Brands Top Pattern’s Best Practice Ranking Of Brands On Amazon.com.au
  • Media

ANZ Brands Top Pattern’s Best Practice Ranking Of Brands On Amazon.com.au

Global ecommerce and marketplace specialist Pattern has ranked a group of 50 brands selling on Amazon.com.au based on a set of best practice criteria it has developed. Pet brand Zenify topped the ranking in Pattern’s Amazon Australia Benchmarking Report, scoring 82 per cent of the possible marks against a set of criteria designed to measure […]

Fifth Dimension Expands Executive Leadership Team
  • Marketing

Fifth Dimension Expands Executive Leadership Team

Fifth Dimension Consulting has announced the expansion of its executive leadership team in response to the organisation’s significant growth over the last 18 months. Lyndall Spooner has moved from the position of managing director to the role of chief executive officer (CEO).  As CEO, she will lead Fifth Dimensions’ innovation arm, as well as the […]

GoDaddy Australia Launches GoDaddy Studios To Support Creative Content By Small Business
  • Marketing
  • Technology

GoDaddy Australia Launches GoDaddy Studios To Support Creative Content By Small Business

GoDaddy Inc. has today announced the Australian launch of GoDaddy Studio, a new content creation tool designed for small and medium businesses to create beautiful visual content for their business for all platforms. Compatible on both iOS and Android mobile apps and desktop, GoDaddy Studio includes thousands of customisable templates and easy-to-use tools, providing small […]

Seismic Announces New Zealand Partnerships To Empower Businesses And Workers
  • Technology

Seismic Announces New Zealand Partnerships To Empower Businesses And Workers

Seismic has announced an expanded New Zealand (NZ) presence to support the transformation of sales and marketing teams, and enable the nation’s employers to focus on upskilling their workforces to overcome a digital skills shortage. The company has also signed NZ-based specialist consultancies, Fresh Perspective Sales (FPS) and Jumping Fox Interactive, as its first two […]

Booktopia’s Alex Huntley On Partnering With SaaS Platform Freshworks And Tackling The Pandemic
  • Marketing

Booktopia’s Alex Huntley On Partnering With SaaS Platform Freshworks And Tackling The Pandemic

Alex Huntley, Booktopia’s head of customer experience, recently appeared at software company Freshworks’ recent digital CX summit RE:SOLVE. During the summit, Huntley shared his thoughts on future-proofing customer service architecture.Huntley sat down with B&T to discuss Booktopia’s partnership with Freshworks and how it has helped their platform develop. B&T: Why did Booktopia first decide to partner […]

Nestlé Oceania Adds The Edison Agency To Strategic Design Roster
  • Marketing

Nestlé Oceania Adds The Edison Agency To Strategic Design Roster

The Edison Agency has made four new appointments in its Sydney office to service the continued growth across key account The Arnott’s Group and the recent appointment to Nestlé Oceania’s strategic packaging design roster. Over the past 12 months, the culmination of strategic and creative work across the Uncle Toby’s brand and continued growth of […]

SCA Launches Smart Speaker Experience Tom & Olly’s Guide To Lockdown
  • Media

SCA Launches Smart Speaker Experience Tom & Olly’s Guide To Lockdown

SCA has announced a new smart speaker experience for the Hit Network, with Tom and Olly’s Guide to Lockdown. A voice-activated way to get inspiration and information on fun activities that can be done at home, the guide is curated to appeal to a wide audience. Smart speaker users will find a range of ideas […]