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Jetstar is looking to recreate its original “Let’s Fly Jetstar” ad as it marks two decades in the skies.
Qantas’ low-cost subsidiary, which launched in 2004, put out a “casting call” for Australians to share positive memories of the airline to potentially feature in the ad. The campaign, to be filmed in April, will be released for the airline’s 20th anniversary celebration in May.
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“From marriage proposals at 30,000 feet and in-flight singalongs, to customers both young and young at heart who have taken their very first flight with Jetstar, the airline wants to hear Australia’s most memorable Jetstar travel stories, no matter how big or small,” Jetstar said in a press release.
According to Jetstar’s executive manager customer, Jenn Armor, the carrier has flown almost 400 million customers to 38 destinations across the Asia-Pacific region over the past 20 years.
“We want our 20th year to be about celebrating everyone who has joined us on the journey over the past two decades,” she said.
“Since we introduced low-cost airfares in Australia, millions more people are able to fly around the country and overseas, with the majority of our fares being sold for under $100. Back when we launched, we had fares for $29 – and today, we still have fares for $29.
“What better way to mark our birthday than by telling the stories of all of the people who have made Jetstar what it is today?”
The original campaign featured actress Magda Szubanski, though she will reportedly not be appearing in the remake.
As part of its 20th anniversary, Jetstar has also refreshed its uniforms for pilots, flight attendants and other front-line staff. The new designs, to be worn by more than 5,000 Jetstar workers across Australia, New Zealand, Japan and Singapore starting later this year, use a colour palette pairing navy blue with a softer orange, which designer Genevieve Smart says was inspired by the sunset through a plane window.
“Embarking on the creative journey to design uniforms for Jetstar was a fabulous adventure that began with a deep dive into the airline’s vision and core themes of fun, unity, holidays and affordable travel,” she said.
“We focused on the anticipation of the destination, the excitement of looking at a map, dreaming about the possibilities and the thrill of arriving at a chosen destination.”
Jetstar initially launched in 2004 with a fleet of 14 717s inherited from Impulse Airways. Its maiden flight took place on 25 May of that year, from Avalon Airport to Newcastle.
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Ian Becker
says:once the campaign is released, Jetstar is really setting itself up for a lot of parodies being created from not-so-happy customers.