We relaunched Jetstar's inflight magazine with destination-focused, content-first approach that both entertains and educates readers while increasing commercial opportunities across the board.
Following the successful magazine relaunch our key brand project was to build a media platform, schedule and strategy that focused on customer engagement, commercialisation of existing assets and innovation across the Australian, New Zealand, and Asian markets. The challenge was clear: How do we grow revenue and maintain customer satisfaction? Jetstar flies 1.6m passengers each month so we also needed to keep the audience at the heart of our content and editorial planning and use captivating design and photography to bring the adventurous spirit of the Jetstar brand to life.
In the age of the customer experience, the spotlight was on how we connect advertisers with passengers in contextual ‘moments’ during their booking journey. From when they start browsing flights for their next holiday on the Jetstar.com website, all the way to their boarding pass, Hardie Grant Media worked with Jetstar to introduce a new advertising proposition at each milestone. But why stop there? Jetstar Media also encompassed multiple ambient assets including overhead lockers, tray tables, inflight entertainment and seat pocket branding allowing advertisers a captive audience. Unique opportunities such as plane wraps provide the WOW factor, whilst also giving the chance to advertise to an entire airport, rather than just Jetstar passengers.
The success of the Jetstar Media brand under the Hardie Grant Media umbrella has been visible across the board. There has been a 23% increase in revenue for the print magazine alone, as well as a 27% increase in digital revenue. Our innovative editorial offerings in Jetstar magazine continue to be successful with our advertisers, with some issues housing up to five native campaign features (accounting for 21% of the magazine’s revenue). With this is mind, we developed ‘flip books’ (reverse cover magazines) and our first-ever flip book generated approximately 27% of total magazine revenue for that issue. Looking forward we’re focussing on bigger brand partnerships and proud of the fact that we were finalists in the 2017 Mumbrella Travel Marketing Summit Awards.