Jetstar introduces its latest brand concept, advocating for travelers to “Make It Count” in 2024. This initiative marks a significant progression in Jetstar’s collaboration with The Secret Little Agency in shaping the airline’s brand narrative. The previous brand proposition, “Because You Can,” was devised over seven years ago.
The development of this new platform involved Jetstar Asia conducting a comprehensive nationwide survey in October 2023 to comprehend consumer travel behaviors. The findings revealed that 85% of respondents value holidays, yet almost 60% have not yet planned their 2024 vacations.
Armed with this insight, “Make It Count” aims to motivate individuals to overcome the delay in planning and to imbue their travels with purpose, highlighting the significance of meaningful journeys. In response to evolving trends in the travel landscape, the campaign encourages travelers to prioritize the quality of their experiences and emphasizes the importance of understanding the why behind their travels, rather than solely focusing on the destination.
“Jetstar has always been about more than just reaching a destination; it’s about the journey and the many stories we create along the way. ‘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 & Direct Sales Asia for Qantas and Jetstar Airways.
The development of the fresh brand platform is accompanied by an all-new brand toolkit, inclusive of a comprehensive collection of resources for digital, social, and diverse destinations and occasions. This toolkit encompasses a captivating film that immerses the audience in a visceral expedition. Through this visual scrapbook journey, viewers will delve into the heart of impactful travel encounters that endure well beyond the trip’s conclusion.
Filmed in vibrant travel hotspots across Asia, showcasing Jetstar’s crew, the aim is to connect with contemporary travelers who embark on purposeful and intentional journeys. The film seeks to resonate deeply with these modern explorers as they curate experiences infused with meaning and significance.
“Our goal was to craft a platform that transcends the ordinary, resonates with the modern traveler’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, The Secret Little Agency
