Jetstar makes travelling more intentional in new campaign

Jetstar has launched a new brand platform in partnership with The Secret Little Agency to encourage travelers to overcome planning procrastination and to put intention behind their travel.

Dubbed, "Make It Count", the new campaign will emphasise the importance of purposeful journeys and encouraging them to make their trip count. This platform follows the brand’s previous proposition, ‘Because You Can’.

The new platform was derived from a nationwide survey to distill the travel habits of consumers in October 2023. It found that 85% of respondents believe holidays are important, and yet, nearly 60% have yet to plan their 2024 getaways.

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This campaign aims to help audiences understand the reason why they travel and to amplify the quality of their experiences. It will be launched in tandem with Jetstar’s 19th birthday sale on 12 December and will run through 2024 as well.

“'Make It Count' is not just a campaign; it's a commitment to meaningful travel experiences, encouraging our passengers to embrace the why behind their journeys, and ensuring every trip is a chapter worth remembering,” said Belinda Allen, regional manager group marketing and direct sales Asia for Qantas and Jetstar Airways.

“We are committed to giving everyone the opportunity to enjoy these meaningful travel experiences affordably and to rediscover our destinations over and over again,” she said.

The launch campaign will include collaterals that stretch over digital, social and various destinations and occasions. It also includes a film that was shot in various travel destinations across Asia featuring Jetstar’s crew and aims to resonate with audiences to live out their journeys with intention and purpose. 

“Our goal was to craft a platform that transcends the ordinary, resonates with the modern traveller's mindset, and showcases Jetstar's commitment to a new era of purposeful travel. 'Make It Count' is not just a tagline; it's a creative journey that takes the audience beyond the destination, making every moment a canvas for memorable experiences,” said Mavis Neo and Nicholas Ye, co-chief creative officers at The Secret Little Agency.

The campaign will be executed across Jetstar’s digital programmatic, social, and out-of-home (OOH) outlets including iconic billboards across the Asia-Pacific (APAC) region.

The campaign comes shortly after airline alliance Star Alliance appointed Singapore-based creative agency The Secret Little Agency as its global creative agency of record. The Secret Little Agency has now taken on its global brand and marketing strategy and communications development. This will include brand and product campaigns.

Star Alliance is the world's first and largest airline alliance, with 26 member airlines including Air China, Lufthansa, Singapore Airlines, Turkish Airlines, United Airlines and more.  

The Secret Little Agency is the first APAC-based agency to be appointed as Global AOR for Star Alliance, marking an exciting new chapter for the brand, the agency said in a statement.

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