Jetstar

Takeoff More

Role: Campaign Strategy, Copywriting
Format: Creative Brief

A creative brief, which outlines a potential brief given to advertisers for the 'Takeoff More' campaign.

This brief details key elements such as the client (Jetstar Airways), the product (Jetstar Flights), and the campaign's purpose.

It highlights a core consumer insight, that Australians are reevaluating spending and find travel compelling when its cost is similar to material goods.

The brief also specifies the campaign's proposition ("A new handbag or a Jetstar flight? Takeoff more"), the desired consumer response, and a brand personality that is practical, optimistic, and budget-smart.

Finally, it includes a list of mandatory requirements and the various media channels to be used

  • Jetstar Airways

    Client

  • Jetstar Flights

    Product

  • August 2025

    Date

  • Position Jetstar as the smart, value-focused choice that enables Australians to travel more often, even during the cost-of-living pressures. The campaign should emotionally reframe travel as an affordable, lifestyle-enhancing choice rather than a luxury.

    Role of Advertising

  • Australians are reevaluating everyday spending. When travel costs the same as material goods, it becomes compelling and an emotionally rewarding alternative. Jetstar helps make this a reality by offering low fares with high flexibility.

    Consumer Insight

  • Low-cost airline travel; domestic and short-haul international.

    Catergory

  • Qantas (premium), Virgin (mid-range), and Rex (regional & low cost).

    Competitors/Brands

  • Trigger emotional and cognitive reappraisal of discretionary purchases by comparing Jetstar fares to common retail and/or lifestyle expenses. Drive spontaneous travel decisions and boost brand preference through positive association.

    Advertising Opportunity

  • “A new handbag or a Jetstar flight? Takeoff more.”

    Proposition

  • A 19% increase in tourism spending (2023) shows a renewed demand. Inflation. And high living costs shift focus to value. Social media and mobile booking trends favour Jetstar’s digital-first approach. OOH and direct email are shown to enhance campaign ROI and response.

    Support

  • Jetstar’s message inspires a shift in mindset. Consumers should feel empowered to prioritise meaningful experiences over material purchases. They don’t just see travel as a dream, but as a realistic and smart choice that fits their budget and lifestyle. Action: Visit Jetstar.com and book now.

    Desired Consumer Response

  • Practical, optimistic, budget-smart, experience-focused.

    Brand Personality

  • Short-form & mid-form videos, static and motion display banners, OOH advertising, email direct marketing, and social content partnerships.

    Campaign Requirements

  • Jetstar logos, “Takeoff more” tagline, website URL, promotional pricing.

    Mandatories

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