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by The Newspup

on Mar 22

Social media 40% of Jetstar's marketing budget

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Jetstar has announced it will direct 40% of its marketing budget to social media.

“We’ve conducted some very successful marketing and PR campaigns via social media in the past 18 months, including YouTube and Twitter, and the response has been phenomenal,” said David May, Jetstar’s head of marketing. 

May explained the increased costs of traditional media when compared with audience reach were key to the decision.

“Social media offers more value for money and is a smarter way to reach our customers – which is what Jetstar is all about.”

Jetstar uses social media for new route launches, special offers and announcements, responding to customer queries and posting sale and news updates.

In May last year, Jetstar conducted a sale exclusively on Twitter as part of its 5th Birthday celebrations. The campaign offered 1,000 seats for two cents – selling them all in a matter of hours. Jetstar has more than 6,000 followers on Twitter in Australia.

“In line with the increasing need to talk to smaller, interconnected communities; communities that when aggregated deliver large numbers of engaged and involved brand advocates, we are likely to shift a large percentage of Jetstar's above the line media spend into digital areas, with an increased focus on social media,” said Richard Smith, managing director of Jetstar’s media buying agency Maxus.

17 Comments

PJ
  • Wrote on 26 Mar, at 01:32PM
Why did it takes hours to GIVE AWAY 1,000 FLIGHTS at such a cost to Jetstar? Not sure the Twitter case study is a great example of social media brilliance. Certainly not a reason to use it. I'm pretty sure anyone could GIVE AWAY 1,000 seats while standing on a street corner in the middle of the night.
dean collins
  • Wrote on 12 Apr, at 10:41PM
Is anyone else concerned that their @JetstarAirways account only has approx 7,000 people following them?

This seems like a fairly small number considering the costs in giving out 1,000 airline seats etc?
Mayur Soni
  • Wrote on 27 Jun, at 07:45AM
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