Jetstar has aligned all its inbound-flight advertising and PR duties with the Ogilvy network, three months after appointing RedCard Singapore for creative chores (Media, 30 June).
Ogilvy PR in Singapore and Japan will take charge of marcom duties, while Ogilvy Singleton in Melbourne has been appointed for digital and CRM. These make up Jetstar's first set of retainer agencies since it combined its Asian and Australian brands earlier this year, with combined billings estimated at US$750,000.
Jetstar, the low-cost subsidiary of Qantas, recently unveiled upcoming plans to include routes to destinations such as Honolulu, Vietnam, Singapore and Tokyo.
The carrier looks set to expand even further following Qantas' resignation of a Singapore-Darwin-Cairns route to its budget carrier, which operates at 40 per cent below Qantas-branded flights.
"I think Jetstar saw the benefits of using one network for all its marketing duties," said Peter Cheung, project director at RedCard. "Plus, we've been working with them since the Jetstar Asia days."
Jetstar Asia is the budget airline's Southeast Asia sister carrier, which was recently integrated under the Jetstar brand.
Jetstar's inbound flights make up half of its total passenger volume, with the newly-launched hub in Japan shoring up 40 per cent.
Cheung said that the assignment was unique in that it was rare for a client to use the same network for Japan and non-Japan markets.
