Jetstar: We're more than just low fares

Jetstar: We're more than just low fares
By admin


A commitment to innovation is one of the main messages of Jetstar’s new campaign to mark 10 years of flying, as it seeks to maintain momentum in the face of growing competition within the low cost sector.

The Low fares are just part of the story campaign launched yesterday with a new TVC featuring Jetstar cabin crew and pilots at both Melbourne and Adelaide Airport along with shots of its new 787 Dreamliner under construction at Boeing’s Seattle facility.

It aims to show that flying with the low cost carrier is about more than just low fares, chief commercial officer David Koczkar told Travel Today.

“Low fares are absolutely still our commitment to Australian customers, but we wanted to share a bit more about the brand,” he said. “We want to show that we have stuck to our word over low fares but we have a lot more to offer.”

While customer service and the products that people can buy onboard both feature, Koczkar highlighted an emphasis on innovation as one of the main campaign messages.

Unique communication channels such as webchat and SMS boarding passes are signs of that “ingenuity”, as is the imminent delivery of its Boeing 787 aircraft, currently en route from the US, expected to lower its operating costs with customers to reap the benefits of those savings combined with an improved onboard experience.

The campaign comes as the new Tigerair Australia and Virgin Australia joint venture promises to increase competition in the low cost segment, but Koczkar insisted Jetstar is welcoming the challenge.

“Competition is great for the consumer and it’s great for us because it forces us to keep our DNA and focus of innovating, going the extra mile, to be more efficient and continually offer the low fares and options that our customers want,” he said.

But he cited the airline's 10 years of history and network of more than 60 Asia Pacific destinations as major advantages.

“Not only are we proud to have launched in Australia but we are now the largest low cost carrier in the region,” he said.

What do you think of the new campaign?

http://www.youtube.com/watch?v=2MtLhDtsZcY

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