Jetstar Asia: Stay Home this Lunar New Year by HomeAway

Jetstar Asia, a budget airline, encouraged Singaporeans not to travel during the Lunar New Year period in order to build an emotional connection with local consumers and increase brand love.

Campaign details

Brand: Jetstar AsiaAgency: AKA Asia

Situation analysis

The budget airline industry in Singapore is a tough and competitive market, particularly over Lunar New Year, which is one of the country's peak travel seasons. During this period, Low Cost Carriers (LCCs) increase their marketing spend to persuade local consumers to travel overseas, so that the airlines can "cash in" on the festive occasion. With more brands jumping on the festive bandwagon each year, Jetstar needed to find a way to cut through the din and connect with its target audience in an authentic and memorable way....

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