JetOair Multi-Channel Campaign & Brand Identity Case Study
The Story
JetOair, an emerging player in the Australian travel booking landscape, needed to make a significant splash to capture market share from established giants. The strategy wasn't just about offering cheap flights; it was about creating an event.
The campaign centered around a high-value incentive: a "Win a Honda Jazz" sweepstakes. My role was to translate this excitement into a cohesive visual identity that could scale from the inbox of a subscriber to the side of a moving tram in Melbourne.
The Challenge
The travel industry is notoriously competitive, with consumer trust heavily leaning towards legacy brands. JetOair faced a dual challenge: visibility and conversion. We needed to arrest attention in high-traffic physical locations while simultaneously driving digital traffic to the booking engine.
Furthermore, the creative assets had to be incredibly versatile. A design that works on a digital banner often fails on the back of a bus due to viewing distances and motion. Ensuring the “No Booking Fees” value proposition didn’t get lost in the noise of the contest was critical.
The Solution
I developed a high-contrast visual system anchored by JetOair’s signature cyan and electric blue palette. The design hierarchy was strict: The Prize (Honda Jazz) served as the hook, followed immediately by the “Zero Fees” promise.
For outdoor media, we utilized bold, sans-serif typography that could be read at 60km/h. For the digital execution, we translated this energy into a grid-based newsletter design that guided users effortlessly from the “dream” phase to the “booking” phase.
Process
Campaign Hook Definition
Working with the marketing team, we identified the "Win a Car" angle as the primary driver, subordinating the "No Fees" message to a strong secondary position.
Master Asset Creation
I created a high-resolution master composition in Photoshop, compositing the vehicle into the brand's cyan environment to ensure lighting consistency.
Vector Adaptation
For large format printing (trams and billboards), assets were rebuilt in Illustrator to maintain crisp lines at massive scales.
Cross-Channel Rollout
The final stage involved adapting the layouts for vertical banners, email templates, and varying transit ad specifications.
"The creative direction on this campaign completely revitalized our brand presence in the local market. The tram wraps were impossible to ignore."
Impact
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