In its first major advertising campaign since 2007 when they had roped in Shah Rukh Khan to promote their offering, Jet Airway is coming up with a 360 degree advertising campaign. The campaign comes around a year after Jet’s rebranding.
Conceptualized by Cheil, the campaign will witness an investment of around $3 million by the brand. It will run for three months and will stress on the suite of value-added benefits that Jet has to offer to its consumers.
“Some of the values and benefits that we bring in weren’t really coming out upfront. So with our #GetMore campaign, we want to focus on the gamut of value-added benefits that we have to offer over and above the most competitive fares. We thought it was the right time to say that while we are competitive, we also bring in tremendous amount of values and still try to stay relevant for the consumers,” said Belson Coutinho, Vice President – Marketing, eCommerce & Innovations, Jet Airways (India).
While the last high-decibel campaign which comprised the brand’s first ever TVC garnered quite a bit of interest in the brand, the new campaign will be more focussed on the digital medium. For TV, the brand will be rolling out static ads.
Currently, the brand is also focussing on targeting the youth through not only the current campaign but also through various other online initiatives. “I was told by an advertising agency recently that in India, the average age is 26 which makes this particular segment very important for us. We believe the youth is the next generation of travellers, and thus the focus on them,” said Colin Neubronner, Senior Vice President – Sales and Marketing, Jet Airways (India).
Adding to how the brand is trying to engage with this age group, Coutinho added, “There is a lot that we are doing on the digital medium and social platforms currently to engage with the youth. One of our planned strategies is about engagement. There are constant engagement programs that we run that are purely tapping on what the youth relates to and what it is they like to talk about. We run on two tracks, one is a pure performance marketing program and the second is purely engagement-led. From what we have understood over the years, consumers on the digital and social space do not want marketing messages. Our aim is to send out the right content on the platform to which they can relate. We have started a program where we take a group of young people from different cities for half-day tours to our engineering maintenance facility, show them how an aircraft works, how the engineers work behind the scene. The initiative created quite a bit of enthusiasm among the young people who went back and started writing notes and blogs and posting videos about their experience in the online space. We are now using such offline engagement and leveraging the online appetite of these young consumers to create a buzz.”
Speaking about what are the challenges they see in the Indian market, Neubronner added, “There are a lot of regulatory challenges in the Indian market. The market is very competitive and airfares are always under a lot of pressure. These would be the major challenges not just for Jet but for most other airlines in the country.”