Ogilvy RedCard wins JetStar service

<P>JetStar has charged Ogilvy RedCard with handling the upcoming launch of its international service, which will see the airline become the world's first long-haul low-cost carrier.</P> <P><br><br><BR>The win follows a review of all JetStar's creative, media and public relations duties. RedCard, incumbent on JetStar sister brand JetStar Asia, vied with M&C Saatchi for the creative component. The scope of its new assignment does not, however, include JetStar Asia - for which the agency recently won a Cannes bronze Lion.</P> <P><br><br><BR>"The team at Ogilvy has built up impressive industry skills to match our needs and has proven with the work on JetStar Asia that they're keen to make value-based air travel a phenomenon across the Asian region," said JetStar general manager of marketing and public relations David May. "We're looking forward to continuing our work <BR>with them." </P> <P><br><br><BR>RedCard will handle advertising and PR duties for the rollout, which is expected to include flights from Australia to cities in Japan, Vietnam, Thailand and Indonesia. Media duties, reportedly being contested by MindShare and Aegis Media, remain unclear.</P> <P><br><br><BR>"Towards the end, there were conditions imposed that we just couldn't conform to," said M&C Saatchi regional president Kim Walker, declining to elaborate further.</P> <P><br><br><BR>"Ogilvy RedCard brought a solid understanding of not only the client but also the issues facing the low-fares airline industry, so it's a great win for us," said Peter Cheung,<BR>regional project director at Ogilvy RedCard. <BR></P>

by | 06/28/2006