Jetstar magazine is an extremely important communication tool for Jetstar: it is the only inflight entertainment available onboard most flights and it’s an ancillary revenue driver.
However, prior to Medium Rare’s involvement, the magazine was facing some big challenges: print readership was decreasing and there was no digital presence or integration.
Our brief was to create a new multichannel approach for both content and sales.
Our team rebuilt the Jetstar content ecosystem from the ground up with a completely new approach to planning and producing for all channels.
Our content teams in Sydney and Singapore redesigned every element of both versions of the print magazine: all new features, styles and sections were linked back to passenger and travel insights to ensure relevance.
We developed a new digital content strategy with revamped Australian and New Zealand content hubs and a brand new hub for the Singapore market.
This content is planned and produced across all channels to maximise efficiencies.
We have also developed new, multichannel advertising packages that allow for integrated campaigns, including ambient and plane decals.
After a successful relaunch, Jetstar magazine saw its highest readership in at least the past five years, as measured by Roy Morgan; media revenue increased immediately by 12% YOY and our digital content delivered a 150% increase in organic referrals.*
And readers love Jetstar magazine: in a reader survey, 97% of flyers said they are engaged with the magazine.**
Jetstar now has 198,000 monthly readers^.
*Adobe Omniture. **Jetstar Audience Survey, 2019, ^*Roy Morgan March 2020
Jacqueline is an author, journalist and editor with over 20 years’ experience in the media. She has worked extensively across both print and digital on QantasLink Spirit magazine, Travel Insider, The Sydney Morning Herald, The Australian, mamamia and InStyle magazine.
“Whether travelling for leisure or business, we’re about understanding, meeting and then exceeding passengers’ needs. Our readers don’t fit in a box; they include both young and experienced travellers, singles, couples and families.
“What they all share is a thirst for travel that is life-changing. Each month, we deliver a bold combination of travel news, trends, inspiration and features to help make every journey the very best it can be.”
Jacqueline Lunn
Qantas
Jetstar Asia