Jetstar
Context
For this project, I analysed Jetstar’s “Takeoff More” campaign and reframed it through the lens of Account Service. My task was to create a creative brief as if I were the Account Service lead, setting the foundation for a campaign that balances Jetstar’s business objectives with audience needs.
The Client Problem
Australians aspire to travel more often but perceive it as an expensive luxury. Jetstar needed to shift perceptions and position itself as the brand that makes frequent, spontaneous travel possible.
Communications Objective
Reframe Jetstar not as “budget” but as the way to more life experiences. The campaign should build brand affinity while reinforcing Jetstar’s affordability and accessibility.
Target Audience Insight
Young professionals and families are time-poor but crave experiences. They already budget for lifestyle “extras” (dining out, fashion, subscriptions) but don’t always consider travel as an affordable option.
Insight: “If I spend less on small luxuries, I can afford more trips — and more memories.”
Single-Minded Proposition (SMP)
Why settle for little luxuries when you can afford to take off more often?
Mandatories:
Jetstar brand voice: playful, optimistic, accessible.
Tagline: “Takeoff More.”
Visual consistency with Jetstar’s existing campaign assets.
Price-led offers integrated subtly (not dominating the emotional message).
The Creative Challenge
How do we make audiences reappraise the value of travel, and see Jetstar not just as “cheap flights,” but as the smart choice for living more fully?
My Role
Researched Jetstar’s existing campaign and positioning.
Identified the core business problem (repositioning budget as lifestyle enabler).
Wrote the creative brief, balancing client needs with audience insight.
Framed the strategic challenge to inspire the creative team.
Ensured clarity and consistency in objectives, tone, and mandatories.
Reflection
This brief was developed as part of an academic assessment, but it reflects how I approach Account Service in practice: by combining strategic insight with clear creative direction. If expanded into a full campaign, I would:
Partner with the creative team to develop cross-platform executions.
Test audience resonance through social and digital-first formats.
Optimise messaging to strengthen Jetstar’s positioning over time.