After initially agreeing to provide the cast and crew of the Faust play with free airfares from Hong Kong to Singapore, the barter deal has grown to encompass ticket discounts for Jetstar Asia passengers. As part of the initiative, furthermore, the airline flew down Peter Pan characters Captain Hook and Tinkerbell to support the campaign tagline: 'Peter Pan flies Jetstar Asia.'
Coordinated by Ogilvy Public Relations Singapore, the multifaceted marketing programme also includes the donation of 100 play tickets to the Christian Outreach school and Down's Syndrome Association (DSA). According to Jetstar Asia head of marketing Dorit Grueber, the onus was on Jetstar and Faust to find a way to go beyond the usual sponsorship deals.
"It's a typical case where you start with a very basic partnership and then it gets bigger," explained Grueber. "We thought we would do something from a charity viewpoint, but not to leverage PR." The campaign also includes outdoor banner ads, along with an e-DM blast. "It's a big difference from how Singapore Airlines would do it," noted Ogilvy PR associate director Nick Tymms. "(Singapore Airlines) haven't got the ability and aggressiveness in terms of marketing ideas."
The Peter Pan initiative follows Jetstar's successful bid for the rights to fly to Calcutta. To launch the route, the airline employed a PR-centred programme that specifically targeted an audience of small-medium enterprises (SME), by organising an SME conference in Calcutta in conjunction with the Federation of Indian Chambers of Commerce and Industry. "We don't have a lot of money, so we have to be smarter," explained Grueber. "We're always on the look out for creative ideas to touch consumers."
More recently, Jetstar won approval to fly to Bangalore, and is expected to commence the new route in December. Earlier this year, the airline merged with Valuair, with both expected to eventually operate under a combined entity called Orange Star. Grueber confirmed that Orange Star would operate as a financial holding company. "We are not building brands just to tear them down," she said.
Coordinated by Ogilvy Public Relations Singapore, the multifaceted marketing programme also includes the donation of 100 play tickets to the Christian Outreach school and Down's Syndrome Association (DSA). According to Jetstar Asia head of marketing Dorit Grueber, the onus was on Jetstar and Faust to find a way to go beyond the usual sponsorship deals.
"It's a typical case where you start with a very basic partnership and then it gets bigger," explained Grueber. "We thought we would do something from a charity viewpoint, but not to leverage PR." The campaign also includes outdoor banner ads, along with an e-DM blast. "It's a big difference from how Singapore Airlines would do it," noted Ogilvy PR associate director Nick Tymms. "(Singapore Airlines) haven't got the ability and aggressiveness in terms of marketing ideas."
The Peter Pan initiative follows Jetstar's successful bid for the rights to fly to Calcutta. To launch the route, the airline employed a PR-centred programme that specifically targeted an audience of small-medium enterprises (SME), by organising an SME conference in Calcutta in conjunction with the Federation of Indian Chambers of Commerce and Industry. "We don't have a lot of money, so we have to be smarter," explained Grueber. "We're always on the look out for creative ideas to touch consumers."
More recently, Jetstar won approval to fly to Bangalore, and is expected to commence the new route in December. Earlier this year, the airline merged with Valuair, with both expected to eventually operate under a combined entity called Orange Star. Grueber confirmed that Orange Star would operate as a financial holding company. "We are not building brands just to tear them down," she said.
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