Jetstar Advertising Budget
 

Jetstar $30m media review takes off
Jetstar is to review its media account, with incumbent Zenith Optimedia facing a battle to hang on to the $30m business.

A spokesman for the low-cost airline brand confirmed that it is in the early stages of a pitch process, with no finalised shortlist as yet. However, Jetstar said that Optimedia will take part in the Melbourne-run process.

“We feel that, in the current economic climate, this is an appropriate time to go out to the market to find the best value,” the spokesman said.

“We have a longstanding and fruitful relationship with Zenith Optimedia, but it’s time to test the market.”

Optimedia has held the Jetstar media account for more than three years, after the airline decided to ditch its launch agency Mindshare. Optimedia already oversaw the media account of Qantas, the company that created the Jetstar brand.

The Jetstar spokesman denied that the company was planning to slash its media spend in the face of the global economic downturn, but hinted that some media duties could be taken in-house.

“We are evaluating all our options at the moment, whether to outsource all our media or to take on components of it ourselves. There are a number of options for our media supply,” he said.

“We are a heavy spender (in media) and there is argument that you should step up to the plate when economic times are tough.”

Belinda Rowe, chief executive of Optimedia, is currently on leave and was unavailable for comment.

Carat handles Jetstar’s media in every Asia Pacific market other than Australia, but the agency would not be drawn on whether it is in talks to extend the relationship. Jetstar said that its creative account, held by Ted Horton’s Big Red agency, is not under review.

According to Nielsen Media Research, Jetstar spent $29.3m in main media between December 2007 and November 2008.

B&T Marketing / Advertising / Media / PR

Their adverstising budget seems bottomless.

Look at Today's Herald sun, both front/back and middle. So many TV ads, so many Billboards...never seen an airline advertise so much:eek:

How else are you going to fill the seats?
Return business???:eek::ok::}

Not to mention the ENTIRE backpage of yesterday's national broadsheet.

Advertising the "Jetstar Jump" competition - send in a photo of yourself doing the aforementioned physical manoeuvre - with 150 winners at 300 bucks a pop. There's another 45k right there.

A full page ad in the Oz doesn't come cheap.

It's a well known fact that in most business' it costs more to attract new customers than retain your current ones.However,J* might be the odd one out with that theory.....:E

My question.....Is that J* advertising budget sourced wholly from J* revenue or elsewhere?

I saw TWO Qantas ads on channel 9 the other day. Yes, QANTAS!!! :}

For F*cks sakes Lowerlobe - get over it.
You will give yourself an ulcer!

I think it's a reasonable question Condition lever....

Most people have noticed the amount of adverts for J* compared to QF and have asked the question why.

But,if you can't or don't have an answer then it won't be me getting an ulcer....

Really, I've never seen an airline advertise so much on bloody cricket umpires, Melbourne Cups, Syd to HBA yacht races, football and cricket ground stadiums and fence lines, trams, buses and high rise buildings spreading the "good" word on some ragshag outfit in the Middle East.:confused:

ratpoison.....

If you are talking about Emirates I see what you mean but it's like talking about apples and oranges.

On one hand you have a huge legacy carrier like emirates and on the other hand a LCC.

Besides the real point is the number Jetstar advertisements compared to Qantas advertising.Compared to jetstar you don't see many ads for Qantas.

Saw a QF international airfare sale on channel nine leading into the 9 News in Sydney.

Been a while since I've seen QF advertise in a prime time slot!!

However, $30 million bucks hardly seems like budget advertising for a budget airline.

MC

Geoffstar to the rescue!
 

Good to see Geoffstar spending Qantas' profit :ugh: :E


From the Daily Telegraph

Jelena's ticket to the big time - Jetstar to the rescue

By Justin Vallejo

January 30, 2009

SHE entered the Australian Open wearing donated clothing - a simple blue skirt, white top - after five years without a major sponsor.

But with an estimated $1 million deal over three years signed with Jetstar this week, Jelena Dokic's days of living on hardwood floors are all but over.

Today she will go straight into filming new TV commercials for her new sponsor to be aired during this weekend's tennis coverage.

Her management is fielding and sorting through other offers from more potential sponsors who are all after the signature of Australia's new comeback kid.

It is a remarkable turnaround after three wins and one loss at the Australian Open thrust the 25-year-old out of her father's shadow and into Australian sporting legend.

"We've been struck by her resilience and her capability to go through what she's gone through and to be where she is, and to do it with such style and personality - it's a great Australian story," Jetstar's David May said yesterday.

Dokic's last sponsorship, with clothing giant Fila, ended in 2003.

Do please drop it....Jetstar is part of the Qantas Group, is answerable to the Board, and is only there because some other parts of the group cannot do the job required of them. It is not a secret world conspiracy just to annoy you.

Profit is what's left after the spending necessary to generate the income. I don't know how many bazillion dollars have been spent on the "Still call Australia home" stuff....i think its nauseating shmaltz myself...but I figure someone in QF reckons the spend is justified by the results. So be it.

Yeah, what's a depreciation figure between friends, hey genex.
Profit, a number only the dumbest blokes in the room understand!

Genex went to Business School many moons ago but even then depreciation was a cost.

I think

Genex is old enough to remember the vast amount of advertising the old Kevin Dennis spent to flog cars. Horrible stuff but it worked.

As an aside, its not hard to look around at the millions about to, & who have had their lives destroyed, by the few that went to business school, many moons ago.

No more shmaltzy than watching Magda or anyone else jump into the air a la Toyota...
Ok I'll take the bait...Who said this and how is it justified genex?

But honestly,I would like to see the figures of both J* and QF's advertising budgets compared to both their revenue and profit?

No…No….and No Way!!

With all the advertising and sponsorship they do you would think it was Qantas being part of the Geoffstar Group!!

Exactly

Yes it took Australia Day to trot out some TV ad’s for Qantas!! Hope you recorded them you won’t see anymore for awhile! Virgin Blue, like Qantas, did very well after the collapse of Ansett and used to have regular TV ad’s, but when was the last time you saw a TV ad for Virgin Blue?

Good point lobey but you probably won’t get an answer and even if you did after the past year’s financial debacle I wouldn’t trust their answer to be truthful. As far as I’m concerned I wouldn’t trust any financial person, or management for that matter, to sit the right way on the toilet!!!

Could this be the beginning of the end of cross subsidisation of the Jetstar brand?

Clifford wanted to clear up the "accounting" as to who was paying for what & how much.

Big brother pulls the pin on the advertising budget & as a result team orange "reviews" its advertising spend.

But then again, its easier to blame the "current economic climate"

Play the ball mate and not the man. Cheap shots like this do yourself no favours.

Whether you agree with it or not, just maybe Genex's point of view comes from a background outside of the average pilot