Jetstar: Make It Count

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. 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.