airsupport
23rd Jul 2004, 10:03
Jetstar could have wowed Australians
Wow Airways, Jet Black and Jet Oz were just a few of the names Qantas considered for its low-cost subsidiary before settling on Jetstar late last year.
Jetstar ceo Alan Joyce told the National Aviation Press Club in Sydney yesterday that in October and November 2003 Qantas engaged a number of consumer focus groups to look at names for its new airline.
Joyce said Joey Airlines “didn’t make it past first base” but FairGo was tossed around before the airline settled on the word Jet.
While names like JetOne, Jet OZ and Jet Black “had appeal”, he said it was felt Jetstar had an Australian connection, with the orange star in logo symbolising the smallest star of the Southern Cross, Epsilon Crucis.
The orange livery, however, relied on an even less scientific method of selection.
“In our then Jetstar bunker in North Sydney last year, the staff regularly visited a nearby Malaysian take-away restaurant that used a tone of orange in its own livery, which ended up having strong appeal with our team.”
Joyce said Jetstar’s model also borrowed the best elements from some of the world’s leading low-cost carriers, including Ryanair’s efficiency, Easyjet’s strong branding, JetBlue’s technical innovation and Southwest’s customer service standards.
“For instance [Ryanair] maximise the use of aircraft and other resources,” he said. “Simple stuff and it’s no wonder the senior officials from Ryanair that are working with Jetstar follow the KISS motto - keep it simple, stupid!
“Ryanair have also achieved notable success with their direct ticket sales via the Internet. Their continued delivery of profitability and strong margin returns is another area we would like to emulate.”
“[Easyjet] have achieved a very good brand position in the UK and like most low-fares airlines have generated a great deal of awareness via PR and paid advertisements.
“US-based JetBlue have been very creative with the use of technology and we think that can be fostered in this country, given the hunger for new technology and gadgetry that Australians just seem to crave.”
He said Jetstar was the first airline to introduce a direct debit mechanism for payment via online fare bookings, and the second airline to introduce an SMS booking system.
Southwest had developed an excellent customer service culture by hiring “for attitude and training for skill”, he said.
“Jetstar has spent a significant amount of time in the selection of the right people,” Joyce said, “with a five-stage selection process for all operational staff in place.”
23 July 2004
Wow Airways, Jet Black and Jet Oz were just a few of the names Qantas considered for its low-cost subsidiary before settling on Jetstar late last year.
Jetstar ceo Alan Joyce told the National Aviation Press Club in Sydney yesterday that in October and November 2003 Qantas engaged a number of consumer focus groups to look at names for its new airline.
Joyce said Joey Airlines “didn’t make it past first base” but FairGo was tossed around before the airline settled on the word Jet.
While names like JetOne, Jet OZ and Jet Black “had appeal”, he said it was felt Jetstar had an Australian connection, with the orange star in logo symbolising the smallest star of the Southern Cross, Epsilon Crucis.
The orange livery, however, relied on an even less scientific method of selection.
“In our then Jetstar bunker in North Sydney last year, the staff regularly visited a nearby Malaysian take-away restaurant that used a tone of orange in its own livery, which ended up having strong appeal with our team.”
Joyce said Jetstar’s model also borrowed the best elements from some of the world’s leading low-cost carriers, including Ryanair’s efficiency, Easyjet’s strong branding, JetBlue’s technical innovation and Southwest’s customer service standards.
“For instance [Ryanair] maximise the use of aircraft and other resources,” he said. “Simple stuff and it’s no wonder the senior officials from Ryanair that are working with Jetstar follow the KISS motto - keep it simple, stupid!
“Ryanair have also achieved notable success with their direct ticket sales via the Internet. Their continued delivery of profitability and strong margin returns is another area we would like to emulate.”
“[Easyjet] have achieved a very good brand position in the UK and like most low-fares airlines have generated a great deal of awareness via PR and paid advertisements.
“US-based JetBlue have been very creative with the use of technology and we think that can be fostered in this country, given the hunger for new technology and gadgetry that Australians just seem to crave.”
He said Jetstar was the first airline to introduce a direct debit mechanism for payment via online fare bookings, and the second airline to introduce an SMS booking system.
Southwest had developed an excellent customer service culture by hiring “for attitude and training for skill”, he said.
“Jetstar has spent a significant amount of time in the selection of the right people,” Joyce said, “with a five-stage selection process for all operational staff in place.”
23 July 2004