Jetstar and J Walter Thompson have teamed up to encourage Aussies to live for today and travel the world.
Jetstar has unveiled its new campaign encouraging everyday Australians to fly more places, more often and Live for Today.
It is the first campaign from J Walter Thompson Melbourne, since moving the account from Ted Horton earlier this year.
The brand’s marketing speaks directly to Jetstar’s tagline: “All day, every day, low fares”, but focuses on the wide range of destinations the airline offers.
In the ad, the voiceover says: “Live for today, and fly jet star to Tokyo tomorrow… Watch the World Cup from a beach in Fiji,” while showing images of various destinations from around the world.
JWT MD Michael Godwin says the new campaign is a celebration of the brand’s reason for entering the market.
“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,” Godwin says.
Filmed in multiple locations including Tokyo, Bangkok, Phuket and Melbourne, the 45-second and 60-second 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, FTA TV, digital, print, OOH, internal communications, cinema and social.
Credits:
Annie Price – Creative Director
Penny Flanders – Senior Account Director
Jacob Hewitt – Account Director
Sandi Gracin – TV Production
