Jetstar - Creating The Runways to Fly
Academic Work 2023
Jetstar’s ground breaking campaign, “Creating the Runways to Fly,” boldly confronts one of the most pressing challenges in the aviation industry: gender equality. With just 28% of the workforce being female, the campaign aims to shatter barriers and empower women to soar to new heights, especially with only 3% of pilots being female.
Campaign Objective
To increase the number of women in the aviation industry by 25% by targeting their "Big Kid" dreams specifically in traditionally male dominated roles, such as pilots, engineers and ground staff by 2035.
GET 5-25 Year Olds.
WHO are curious about aviation and think that an aviation career is unattainable.
TO gain an aviation career.
BY increasing awareness of aviation careers and removing barriers of entry.
Digital Design
Introducing Jetstar’s captivating social media posts, designed to ignite childhood wonder and inspire dreams.
In our posts, the spotlight shines on young children, capturing the essence of imagination and limitless possibilities. Occasionally, adults may feature, but they must be portrayed individually, emphasizing personal journeys. Get ready for a consistent dose of inspiration as our posts are scheduled to delight your feed every Monday, Wednesday, and Friday.
While we kick off with the empowering theme of “Creating The Runways To Fly” in the initial week, we quickly transition to captivating headings like “Turn Big Dreams into Reality” and other uplifting copy that resonates with the deep emotions of childhood aspirations.
Interactive BillboardBuilding on the resounding success of Jetstar’s “All I Want For Christmas” Campaign, we’re excited to introduce our latest innovation: interactive billboards that are set to achieve the same level of triumph.
Imagine approaching our captivating billboard where one side showcases a permanent image, capturing your attention. However, on the other side, a dynamic display screen awaits. As you follow the simple directions and position your face in front of the camera, the graphic magically transforms into engaging, informative slides about specific job roles within the aviation industry.
Curiosity piqued, you’re then prompted to learn more by entering your email address. Upon completion, you’ll receive a special email campaign tailored just for you. Dive into a wealth of information, including captivating short videos featuring our dedicated staff members, alongside crucial details on joining our team.
Billboard
Introducing Jetstar’s captivating new billboard, set to ignite the curiosity and dreams of young travellers throughout the airport.
Introducing Jetstar’s captivating new billboard, set to ignite the curiosity and dreams of young travellers throughout the airport.
Featuring a child immersed in the world of imagination, playing dress-up and dreaming big, the billboard takes the audience on a transformative journey. From that innocent reflection of a child to a visionary portrayal of the same child in their dream career, it strikes a chord not only with younger adults but also resonates with those young at heart.
While interactive billboards may not be accessible nationwide, our commitment to creating a memorable experience for families remains unwavering. The children depicted on this billboard will have specially designed head cut-outs, allowing your little ones to step into the scene and catch a glimpse of their own magical potential.
