Positive Disruptors

‘Catch the flight’: Leveraging the rail channel to boost air travel

With domestic travel recovering fast in Australia, Jetstar launches a remarkable digital promotion at leading rail stations with oOh!media and other creative partners.

in association with

How do you capture the attention of potential airline travellers? Leveraging the rail channel using the best of digital is a pretty good option, tapping into a vast volume of tech-savvy consumers on the move. To mark its 17th anniversary earlier this week, leading airline Jetstar did just that, creating an eye-catching full media takeover of two of Australia’s busiest rail stations, Flinders Street Station (Melbourne) and Central Station (Sydney). In partnership with advertising specialist oOh!media, over 50 digital screens in the stations were used to (virtually) track an aircraft’s flight path, with free flight vouchers ranging from A$50 to A$500 for those who scanned and caught the plane. Other partners in the 24-hour initiative included media and creative agencies Thinkerbell and Wavemaker.

Reaching an audience through rail: Travellers at Melbourne Flinders Street Station and Sydney Central Station stood the chance to win flight vouchers with Jetstar in the ambitious digital promotion

Jetstar Chief Customer Officer Alan McIntyre said: “We're excited to be sharing our birthday celebrations with our customers at a time when demand for leisure travel is at the strongest it’s ever been. There’s no doubt there’ll be lots of keen travellers at Flinders Street and Central Stations to snap up these travel vouchers to put towards their next trip.” oOh!media Chief Content, Marketing and Creative Officer Neil Ackland said: “When it comes to reaching people at scale and engaging Australians at key moments throughout their day, there’s simply no substitute for Out of Home media. Big, bold and technologically creative, this campaign showcases Jetstar in a unique and innovative way, and is sure to drive engagement, brand recognition and bookings. It’s been a real highlight to work with Jetstar, Thinkerbell and Wavemaker on such a fun campaign as people start flying again in greater numbers.” Adam Ferrier, Chief Thinker at Thinkerbell, added: “It’s been great working with Jetstar to shake up Australia’s commute and remind everyone that a relaxing holiday is only a few clicks away. Using all the station media so it’s all joined up to create a completely immersive customer experience is pretty fun.”

Partner's message


The Moodie Davitt eZine Issue 296 | 26 May 2021

The Moodie Davitt eZine is published 15 times per year by The Moodie Davitt Report (Moodie International Ltd). © All material is copyright and cannot be reproduced without the permission of the Publisher. To find out more visit www.moodiedavittreport.com and to subscribe, please e-mail sinead@moodiedavittreport.com

Share this article: