Jetstar Solidifies Brand with Live for Today Campaign

An evolutionary step in the brand’s marketing, the Jetstar push speaks directly to its sole proposition: All day, every day, low fares.

Jetstar has unveiled its new campaign via J Walter Thompson Melbourne, encouraging everyday Australians to fly to more places, more often, and ‘Live for Today’. An evolutionary step in the brand’s marketing strategy, the push speaks directly to its sole proposition: All day, every day, low fares.

The advertising agency behind the effort is responsible for all of the campaign’s elements including planning and strategy, creative, and digital. JWT Melbourne Managing Director, Michael Godwin, explained that said effort for the airline is a pure celebration of the brand’s reason for being.

Filmed in multiple locations including Tokyo, Bangkok, Phuket, and Melbourne, the 30- and 60-second spots highlight the reach of the advertiser’s international, domestic, and regional network. The overall exercise launches across all Jetstar channels as well as mediums such as pay- and FTA TV.

Other key components from the debut include digital, print, out-of-home, cinema, internal communications, and social media. The campaign is the first to be released by J Walter Thompson since the firm won the account at the beginning of the year, following a highly competitive pitch.

“For more than a decade, we have enabled Australians to fly to more places, more often, making it possible for them to experience adventures previously out of reach. The campaign brings to the forefront the positioning proudly emblazoned on our planes,” said Catriona Larritt, Group Chief Commercial Officer at Jetstar.

The branding push will be seen on-air throughout the year, interspersed with ongoing retail campaigns. J Walter Thompson is part of WPP AUNZ.