Well played, Jetstar… well played.
Jetstar’s campaign for Chinese New Year is a reverse of its business model – but adds kudos to their brand image. To welcome the Year of the Rooster, JetStar wants people to stay home to celebrate the festivities with your loved ones.
The campaign is in response to the growing number of younger generation Singaporeans who are increasingly taking the opportunity to travel during the holiday season, despite it being the one time of the year families gather for reunions. So, Jetstar is taking a stand – put family first and stay home.
Social experiments like these may have been done before, but the real kicker is how Jetstar puts their money where their mouth is: For passengers who have booked flights departing Singapore on 27 and 28 January, and are now keen to stay home to enjoy get-togethers with family, Jetstar will move their flights to a later date, for FREE.
Find out more about the campaign here.