Wirraway
12th Feb 2004, 11:19
Thurs "The Australian"
Jetstar launches with Magda power
QANTAS begins its $100 million push into the budget airline market today by revealing Magda Szubanski as the face of Jetstar. The fledgling airline is believed to have selected the comedy actor because of her high profile from the ABC series Kath & Kim, as well as her work on projects such as Dogwoman, Big Girls Blouse and movies such as Babe.
Szubanski was voted Australia's most popular celebrity last year in a survey by research company Audience Development Australia. The survey asked respondents to rate 600 celebrities, first on whether they were recognised, and second on how people felt about them. Szubanski's role as the netball-mad , lovelorn and long-suffering sidekick Sharon in the hit ABC series helped catapult her to the top of the list, ahead of other stars such as Rove McManus , Bert Newton, Ernie Dingo and Delta Goodrem. Jetstar is hoping Szubanski will be able to carry that affection across to the new brand.
The airline is expected to announce Szubanski's signing today in preparation for the May launch taking on Virgin Blue. Szubanski is likely to be positioned as the face of the airline directly against that of Virgin founder Richard Branson, who is regularly used as a marketing tool for the brand. She is expected to appear in mainstream advertising and at promotional events in the lead-up to the launch.
Jetstar is reportedly committing between $20-25 million to market the airline in its first year and aims to capture 30 per cent of the leisure travel market.
The move is the first clear sign of how Qantas plans to position the airline -- head to head with Virgin Blue in the no-frills category.
The airline's livery was unveiled late last year and features the five- pointed star from the Southern Cross and the airline's web address.
Jetstar will initially fly a fleet of Impulse Airlines Boeing 717s, but by next year the fleet will be comprised entirely of Airbus A320s, which are expected to throw up significant challenge to Virgin's fleet of Boeing 737s.
Launching the airline last year, Qantas chief executive officer Geoff Dixon said it was vital that the carrier carve a niche in the domestic leisure market. "Jetstar will offer a fresh and open approach to air travel, and be committed to offering its customers the lowest fares," Dixon said. "Jetstar is about simplicity and fun and we wanted our brand to encapsulate these qualities."
The signing of Szubanski also appears to answer any questions about Qantas's seriousness about the budget category.
Melbourne advertising agency Dewey Horton is understood to be working on a campaign for the launch. Neither Jetstar or Dewey Horton would comment on the signing of Szubanski ahead of an official announcement.
The airline is yet to reveal its routes or pricing structure, although details are expected by the end of the month.
===========================================
Jetstar launches with Magda power
QANTAS begins its $100 million push into the budget airline market today by revealing Magda Szubanski as the face of Jetstar. The fledgling airline is believed to have selected the comedy actor because of her high profile from the ABC series Kath & Kim, as well as her work on projects such as Dogwoman, Big Girls Blouse and movies such as Babe.
Szubanski was voted Australia's most popular celebrity last year in a survey by research company Audience Development Australia. The survey asked respondents to rate 600 celebrities, first on whether they were recognised, and second on how people felt about them. Szubanski's role as the netball-mad , lovelorn and long-suffering sidekick Sharon in the hit ABC series helped catapult her to the top of the list, ahead of other stars such as Rove McManus , Bert Newton, Ernie Dingo and Delta Goodrem. Jetstar is hoping Szubanski will be able to carry that affection across to the new brand.
The airline is expected to announce Szubanski's signing today in preparation for the May launch taking on Virgin Blue. Szubanski is likely to be positioned as the face of the airline directly against that of Virgin founder Richard Branson, who is regularly used as a marketing tool for the brand. She is expected to appear in mainstream advertising and at promotional events in the lead-up to the launch.
Jetstar is reportedly committing between $20-25 million to market the airline in its first year and aims to capture 30 per cent of the leisure travel market.
The move is the first clear sign of how Qantas plans to position the airline -- head to head with Virgin Blue in the no-frills category.
The airline's livery was unveiled late last year and features the five- pointed star from the Southern Cross and the airline's web address.
Jetstar will initially fly a fleet of Impulse Airlines Boeing 717s, but by next year the fleet will be comprised entirely of Airbus A320s, which are expected to throw up significant challenge to Virgin's fleet of Boeing 737s.
Launching the airline last year, Qantas chief executive officer Geoff Dixon said it was vital that the carrier carve a niche in the domestic leisure market. "Jetstar will offer a fresh and open approach to air travel, and be committed to offering its customers the lowest fares," Dixon said. "Jetstar is about simplicity and fun and we wanted our brand to encapsulate these qualities."
The signing of Szubanski also appears to answer any questions about Qantas's seriousness about the budget category.
Melbourne advertising agency Dewey Horton is understood to be working on a campaign for the launch. Neither Jetstar or Dewey Horton would comment on the signing of Szubanski ahead of an official announcement.
The airline is yet to reveal its routes or pricing structure, although details are expected by the end of the month.
===========================================