Jetstar Interstate Campaign - A cooperative marketing opportunity
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Jetstar Interstate Campaign
A cooperative marketing opportunity
Research confirms that 43% of all interstate and international visitors to the West Coast
arrive in Tasmania via Hobart Airport, with an average of 37% of North West visitors arriving
through Launceston Airport.
To ensure our destination is front of mind for these important interstate arrivals Cradle Coast Tourism (CCT)
has partnered with Tourism Tasmania and Jetstar to create an innovative regional marketing campaign.
Through use of the Jetstar booking system the campaign will connect directly with passengers flying
into Launceston and Hobart and will be supported by an extensive traditional and social media campaign
encouraging travellers to book a Tasmanian holiday. Inflight information will also encourage visitors to
explore ALL that Tasmania has to offer.
This campaign will allow us to reinforce the regional messages that have been delivered through the Jetstar
Inflight Magazine over the past three months and the regional banners that are installed at Launceston
Airport. It will also provide outstanding opportunities for cooperative buy-in from Local Tourism
Associations and Local Government: it is these opportunities which we take pleasure in presenting to you
today.
Campaign Background
Tourism Tasmania has negotiated a five month marketing campaign with cooperative partner Jetstar which
is valued at almost $500,000. This campaign will see Tasmania’s marketing messages delivered to Jetstar
passengers through a range of channels including inflight entertainment, magazine multi-page features,
aircraft overhead locker advertising, TV, print, digital and radio advertising and social media activity.
A seat sale will support this media campaign to drive more bookings into Tasmania. It is at this stage of
the campaign where the Cradle Coast regional campaign will have impact, allowing the region to deliver
destination information directly to those people who have booked and who will be looking for ideas to help
them decide where to go, what to do and where to stay.
Jetstar research indicates that during the average five week gap between booking and travelling,
passengers are open to being influenced and may still not have a firm touring itinerary as late as the actual
week of travel. This is the space where we will be active, influencing passengers to include the Cradle Coast
region in their travel plans.
The Cradle Coast Opportunity
From March to June 2015 CCT has secured access to targeted digital advertising on Jetstar’s passenger
communications including online booking confirmation pages, itinerary confirmation emails, pre-departure
emails and web check-in boarding passes. We will be in touch and connecting directly with Jetstar
passengers from the time they book to when they board the plane.
Our priority is to invite Local Tourism Associations (LTA) and Local Government (LG) to purchase
components of this digital advertising to market their local destination and/or experiences. CCT will retain
the foundation component of the opportunities to promote the region and drive visitation to the North
West and Western Wilderness. LTAs and LG presented with the opportunity to purchase the remaining
space.
This document highlights the range of options available in the campaign and the associated costs:
1. Online Booking Confirmation Page
This web page represents the end of the booking
process on Jetstar.com. It confirms flight details and
that payment has been received. This is the first
opportunity to target customers matched directly
against their booking details.
The advertisement provides a single space on a
page that is viewed for information only and will be
used by CCT to create awareness of the destinations
within the Cradle Coast region (North West and
Western Wilderness). The My Tassie Break web
address (mytassiebreak.com) will be the primary call
to action.
2. Itinerary Confirmation Email
An email confirming a passenger booking is sent within ten
minutes. It is the first of the essential communication emails
from Jetstar that goes direct to the consumer. This platform
provides an opportunity to influence travellers next course of
action; booking accommodation, car hire, tours or attractions.
The advertising space on the itinerary confirmation email
is presented as three units. CCT will on-sell two of the
three ad units to LTAs and LG to promote their destination
or experiences within their area. This can be 2 x one third
advertisements or 1 x two thirds advertisement.
CCT will retain one third of this space for brand awareness of
the region with the call to action being
www.mytassiebreak.com. Space on the mytassiebreak.com
website will be on-sold to operators.
3. Pre-Departure Email
This email is sent two days before the passenger’s
departure flight. It consists of product up sell for the
airline and advertising partners.
This email offers opportunities for immediate
response from the consumer, i.e. the purchase
of meal options, sale price tour options, event
promotion.
The pre-departure email is received only two days
prior to travel so does not allow time for lengthy
consideration. This opportunity is about immediate
action.
There is one advertising unit available in this format
and CCT will on sell this space. LTA/LG may choose to
promote their destination and/or experiences/events
here.
4. Web Check-in Boarding Pass
A web check-in boarding pass is provided to every
passenger that uses the web check-in process.
Unlike other advertising options this is a hard copy
document that is required to be carried by the
traveller.
As per the pre-departure email this is a great
opportunity to promote special deals or events
within your destination. Deals can be offered on an
extended basis as people will have time to consider
them while flying (captive audience on the plane).
This element is also available as three advertising
units. CCT will on sell these to LTAs/LG that have a
great offer for travellers, examples include: ‘present
your boarding pass for’ discount meal, attractions/
tours or to promote a local event.
3
Cost of Participation
Local Tourism Association/Local Government Package
• Packages are available on a monthly basis as per the following tables.
• Prices are calculated based on pasenger numbers at each airport and the associated exposure achieved.
Targeting passengers travelling to the Western Wilderness
Period of Activity: 1st March - 31 May 2015
Figures below based on Cost Per Month (CPM)
Jetstar elements Hobart Airport Travellers Impressions* Total Value Cost to LTA/
Opportunites for: per month (CPM)** LG (CPM)**
Online Booking CCT Only 2,500
Confirmation
1 ad unit available
Itinerary Confirmation CCT and Partners
Email 1 unit x CCT
3 ad units available 2 units x Partners
2 ad units for marketing of the 14,300 $3,241 $2,197
destination and/or its experiences
Pre-Departure Email Partners
1 ad unit available 1 ad unit for marketing of the 5,150 $ 610 $ 483
destination and/or its experiences
Web Check-in Partners
Boarding Pass 3 ad units for marketing of the 5,000 $1,700 $1,220
3 ad units available destination and/or its experiences
TOTAL $5,551 $3,900
Targeting passengers travelling to the North West
Period of Activity: 1st March - 30 June 2015
Figures below based on Cost Per Month (CPM)
Jetstar Elements Launceston Airport Travellers Impressions Total Value Cost to LTA/
Opportunites for: per month (CPM) LG (CPM)
Online Booking CCT Only 1,600
Confirmation
1 ad unit available
Itinerary Confirmation CCT and Partners
Email 1 unit x CCT
3 ad units available 2 units x Partners
2 ad units for marketing of the 9,350 $2,119 $1,683
destination and/or its experiences
Pre-Departure Email Partners
1 ad unit available 1 ad unit for for marketing of the 3,350 $ 402 $ 334
destination and/or its experiences
Web Check-in Partners
Boarding Pass 3 ad units for marketing of the 3,500 $1,190 $ 883
3 ad units available destination and/or its experiences
TOTAL $3,711 $2,900
Note: *Impression - A single instance of an online advertisement being displayed. **CPM - Cost per Month
Participation Form - Jetstar Interstate Campaign
Business Name:
Postal Address:
Email:
Phone:
Contact Person:
Authorised Signature:
Date:
I WISH TO PARTICIPATE IN THE 2015 JETSTAR INTERSTATE CAMPAIGN
Hobart Airport Travellers Package $3,900 + GST
Targeting passengers travelling to the West Coast
Launceston Airport Travellers Package $2,900 + GST
Targeting passengers travelling to the North West
PAYMENT OPTIONS:
We wish to pay two instalments of 50% Yes No
BOOKING FORM to be returned to kscolyer@cradlecoast.com by Monday 5 January 2015
ADVERTISING MATERIAL to be provided by Friday 30 January 2015
I agree to the Terms & Conditions as below
TERMS & CONDITIONS
• Partners will be invited to participate in the campaign on a monthly basis (multiple months to be negotiated).
• LTAs/LG can choose their adveritsing month provided it is not already taken. First in first served basis.
• This offer is exclusive to Local Tourism Associations/Local Government
• Partners will be invited to participate in one or more of the offers available.
• A minimum 50% payment for participation will be required to be finalised at the time of the booking.
• Partners will be responsible for their own creative (CCT can coordinate this at a cost per campaign component).
• CCT will retain responsibility for creative content and may reject ads and content not in keeping with the brand
message or considered poor quality or innapropriate.
• If material is not received by the advertising material date CCT have the right to cancel the booking.
5For further information
or to discuss please contact:
Kylie Scolyer
Regional Tourism Marketing Coordinator
Cradle Coast Authority
1 - 3 Spring St, Burnie
PO Box 338
Burnie TAS 7320
Ph: 03 6433 8400
kscolyer@cradlecoast.com
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