Jetstar | Billy Blue College of Design
Making a change to the way indigenous tourism is effecting the people and their sacred lands.
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Scope — Campaign & Marketing Collateral
Duration — 10 Weeks
Tools — Adobe Illustrator, Adobe Indesign, Adobe Photoshop, Adobe XD
It’s time to make amends ending the divide and the exploitation of indigenous traditions & scared cultures.
Based on humanistic behaviours and real life stories, this campaign aims promote tourism & educate travellers visiting indigenous destinations.
The objective of this campaign is to continue to boost the economy and tourism within indigenous regions but to also give back to the community in an impactful way in effort to work towards building stronger relationships.
Travel for a difference.
Objective -
By ensuring that indigenous regions are not being exploited, jetstar is aiming to create meaningful and respectful partnerships to find a middle ground in which indigenous lands can be shared with the rest of the world.
Jetstar is dedicated to providing people around the world with experiences they will never forget, though with that, it is also jetstars responsibilities to look out for all those involved.
Message -
This campaign will be based on humanistic behaviours and real life stories, making them relatable, understandable and respected to inform travellers how to approach these destinations mindfully.
Do it with Aus
A campaign driven to unite indigenous and non-indigenous communities to experience Australia together in a respectful manner.
Solution -
Working with a sensitive topic and a scared industry, jetstar is aiming to invite travellers to visit indigenous regions and practice respectful interactions with their cultures, art and land.
‘Do it with Aus’ is both a play on words as well as a key message in the way that Aus is Australia, representing the concept of traveling with a true Australian mindset; to see it from the indigenous communities eyes’. What is also being reflected is the idea that travellers need to approach these experiences not as a sightseer, but more to indulge themselves in the shoes of the communities and interact with landmarks and attractions the way that indigenous people would.
For this campaign, Jetstar will be implementing across their collateral, indigenous inspired design elements. These artworks would be commissioned by indigenous artists directly from the destinations which Jetstar currently offers flights to.
The artworks will work around Jetstar’s existing brand, logos and colours, reinventing them with an indigenous artistic style.
Whilst the Jetstar logo is not to be changed under any circumstances, elements such as the star can be used when designing campaign elements.
Campaign Assets -
Designed for Reach
In order for the campaign to reach a larger audience, collateral will need to be implemented across multiple platforms.
Application -
Travellers are not limited to being only young or old, we are dealing with a large age range, therefore not everyone will be interacting with mobile phones or computers everyday, making analogue media a really important element to the campaign.
Aimed to reach both of Jetstar’s target markets, the campaign needs to consider both digital and analogue media executions.
Billboards — Billboards are an ideal media platform for the older market who don’t spend a lot of time on mobile phones or computers.
Website — Jetstar’s website is a key element to the campaign as this is where most people end up making a decision.
Social Media — Platforms such as Instagram can be a great asset for and campings’ success measure, with billions of people interacting on these platforms each day.
Livery — With hundreds of thousands of people passing through Australia’s airports each day and planes flying over peoples homes, cities and towns, airplanes are a great way to advertise.
In-Flight Entertainment — A great way to reach and spread awareness to travellers, who are either flying to the regions, thinking about it or haven’t even thought about it.
