THE MILE HIGH GIG by Haystac for Jetstar

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THE MILE HIGH GIG

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Industry Airlines
Media Promo & PR, Case study
Market Australia
Agency Haystac
Released September 2012

Credits & Description

Category: Travel, Tourism & Leisure
Advertiser: JETSTAR
Product/Service: AIRLINE
GM Marketing & PR: David May (Jetstar)
Manager - PR: Ingrid Nason (Jetstar)
Project Manager: Tiffany Harman (Haystac)
Account Director: Louise Laing (Haystac / Jetstar)
PR Consultant: Alex Wood (Haystac / Jetstar)
: Angelika Quadt (Haystac)
Media placement: Press Release - Sunrise TV, Newcastle Herald, 7pm Project, Sky News, The Age, The Courier Mail, - 27 April 2010
Media placement: Press Release - AAP, Fox FM, Triple M, Nova, BNB TV News, Prime TV News, PerthNow.com.au, Sydney - 30 August 2010
Media placement: Press Release - Sky News, NBN, Sydney Morning Herald, Adelaide Advertiser, AAP, Herald Sun, The - 17 September 2010
Media placement: Press Release - Channel Nine, Channel ten, Sky News, Triple M, Courier Mail, Gold Coast Bulletin - 28 October 2010

Summary of the Campaign
In April 2010, low cost airline Jetstar announced its support of Australian icons Powderfinger on their last ever Sunsets farewell tour. The partnership represented one of Australia’s biggest brand alignments with a musical act to date.

The challenge was Powderfinger were keen to ensure they maintained their famously non-commercial reputation.

One objective was to expose the Jetstar brand in a positive context to millions of customers through a comprehensive media and sponsorship leverage campaign.

A secondary objective for the partnership was, together with Powderfinger, to raise funds for the two organisations’ respective charities StarKids and The Yalari Foundation.

A strategy was developed to engage with media and customers across various mediums, including print, broadcast, radio and online. The strategy aimed to build widespread awareness of the partnership, leverage the partnership package with in-flight performance, money-can’t-buy opportunities and ticket allocation, integrate the Jetstar brand into the tour, promoting destinations and low fares and drive airline ticket sales and charity donations.

A number of national media partners were engaged to execute the campaign across the four strategic stages of the campaign; ‘Ultimate Powderfinger Tribute’ competition; In-Flight Charity Gig; Music Blogger competition to ‘Follow the Finger’; and Ticket Giveaways and Meet/Greets.

The Situation
Jetstar is a seven-year old low cost airline based in Australia. Over 7,000 staff help more than 1 million customers each month fly to in excess of 50 domestic and international destinations.

While most people associate low prices with the Jetstar brand, a campaign involving good times and participation was needed to expand the consumer’s perception to be more than just low fares. As the airline’s traditional target of families expands to include younger customers travelling for adventure, an opportunity to create in-air fun and link the brand to memorable experiences arose.

The Goal
The campaign goals were to generate national media coverage, engage with customers in a fun way, raise money for charities, increase participation via social media channels.

The target market was male and female Australians aged from 18-24, that currently travel for adventure experiences. They fly with Jetstar due to the constant offer of low fares, but will fly on a competitor airline if a lower fare is found. They will be loyal to a brand they associate with as being fun.

Ongoing market research into consumers determined brand loyalty is achievable when they associate fun with a service provided by an airline.

The Strategy
A communications strategy was developed using a variety of tools and events to engage with media and customers across different mediums. Print, broadcast, radio and online executions maximised coverage at different points of the campaign. The strategy aimed to create an emotional connection through a widespread awareness of the partnership, leverage the partnership package with in-flight performance, money-can’t-buy opportunities and ticket allocation, integrate the Jetstar brand into the tour, promoting destinations and low fares and drive airline ticket sales and charity donations.

Execution
Over three months, story angles were developed around the tour, including arrival, meet and greets and the release of exclusive content. A Powderfinger plane livery was commissioned, including ‘the making of’, time-lapse video/images, launch, flight schedule, consumer promotions, in-flight performance. Fans had the chance to interact with the band via Jetstar, including most memorable photo captured at a concert, twitter consumer ticket giveaway and funds and recognition was raised for StarKids and the Yalari Foundation.

In August, an exclusive live weather cross from Melbourne to the Powderfinger aircraft. Positioned as a ‘sneak preview’, the activity revealed the Powderfinger design and a ‘making of’ clip.

An Orange Carpet Arrival was held across a variety of dates and locations.
Jetstar branded orange carpet was rolled out for a VIP arrival of the band when they landed. Two Jetstar staff members were on hand to welcome the band to the destination.

Documented Results
We aimed to increase interaction through social media; we achieved 37.7% of visits to campaign microsite referred though social media sites like Facebook and YouTube and 81,514 visits to jetstar.com/powderfinger over the course of the campaign.
We aimed to raise money for charity; the seats auctioned on eBay started at A$249 sold for as much as A$10,000. In total, we raised around A$150,000 for two charities.
We aimed to achieve national media coverage; the 30-minute mid-air gig alone generated more than 150 separate news stories, worth over A$4 million.