FLYING HIGH WITH THE FINGER by JETSTAR for Jetstar

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FLYING HIGH WITH THE FINGER

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Industry Airlines
Media Promo & PR
Market Australia
Agency JETSTAR
Released April 2010

Credits & Description

Category: Best Sponsorship or Partnership Campaigns
Advertiser: JETSTAR
Product/Service: AIRLINE
Agency: JETSTAR
Date of First Appearance: Apr 27 2010
Entrant Company: JETSTAR, Melbourne, AUSTRALIA
General Manager of Maketing and Public Relations: David May (Jetstar)
Public Relations Manager: Ingrid Nason (Jetstar)
Project Manager: Tiffany Harman (Haystac)
Account Director: Louise Laing (Haystac / Jetstar)
Public Relations Consultant: Alex Wood (Haystac / Jetstar)
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

Describe the objective of the promotion.
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 that 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.

Describe how the promotion developed from concept to implementation.
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 and Greets.

Explain why the method of promotion was most relevant to the product or service.
The campaign needed to use a method relevant to the target market: Australians aged from 18-24, that currently travel for adventure experiences. Using an iconic rock band already loved by Australians, and creating fun experiences that every customer had the ability to interact with was vital, becuase it had never been done before.

The loyalty fans already had for the band was able to transfer onto the airline. Ongoing market research into consumers determined brand loyalty is achievable when they associate fun with a service provided by an airline.

Describe the success of the promotion with both client and consumer including some quantifiable results.
We aimed to increase interaction through social media. We achieved 37.7% of visits to the 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.