Jetstar and The Secret Little Agency urge you to ‘Make It Count’ in 2024 via new brand platform
In a bold move to redefine the travel landscape post-pandemic, Jetstar is unveiling its latest brand proposition, urging travellers to “Make It Count” in 2024. Notably, this marks the next chapter of an ongoing partnership for Jetstar and The Secret Little Agency crafting the airline’s brand platform, with the last brand proposition, “Because You Can,” created over seven years ago.
To derive the new platform, Jetstar Asia conducted a nationwide survey to distill the travel habits of consumers in October 2023 and found that 85% of respondents believe holidays are important, and yet nearly 60% have yet to plan their 2024 getaways(1). With this insight, Make It Count hopes to encourage people to overcome planning procrastination and put intention behind travel, emphasizing the importance of purposeful journeys. Reflecting strategic shifts in the travel landscape, the campaign rallies travellers to emphasize the quality of their experiences and the importance of understanding why they travel rather than just where they’re going.
“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. We are committed to giving everyone the opportunity to enjoy these meaningful travel experiences affordably and to rediscover our destinations over and over again. We’re excited to continue the partnership with The Secret Little Agency to bring this to life – as the creative agency that created our brand platform 7 years ago, we knew there was no better partner to help us in this new wave of travel,” said Belinda Allen, Regional Manager Group Marketing & Direct Sales Asia for Qantas and Jetstar Airways.
The creation of the new brand platform is accompanied with a new brand toolkit, complete with a library of assets for use across digital, social, and various destinations and occasions. This includes a film that takes the audience on a visceral adventure, where viewers will journey through a visual scrapbook, capturing the essence of meaningful travel experiences that linger long after the journey ends. The film, shot in hot travel destinations across Asia featuring Jetstar’s crew, aims to resonate with modern travellers living out their journeys with intention and purpose.
“Our goal was to craft a platform that transcends the ordinary, resonates with the modern traveller’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
The brand platform launches in celebration of Jetstar’s 19th birthday sale happening 12 December 2023, and is expected to run well into 2024 across digital programmatic, social, and OOH including iconic billboards across Asia Pacific. Learn more about Make It Count here.
(1) Survey conducted in October 2023 in partnership with Milieu Insights among 1000 Singaporeans aged 16 – 55+
