Strategy Ad

 

Jet Airways has been successfuly associated with the corporate audience for over a decade now. With affluence and flying becoming a reality at a younger age, we intend to make Jet airways the most preferred airline among youth as well.

 

 

Product - We have developed a special youth package which rewards all youth traveling abroad with special fares, excess baggage allowance, a pre loaded SIM card with 4,000 Rs worth of talk time, Special Forex discounts, VIP luggage vouchers and more!

 

 

Challenge - The real challenge is not to get the youth to fly just once but to be able to create an emotional bond which ensures they continue flying with us over years to come and become loyal brand advocates. Hence, moving from just a transaction to a relationship.

 

 

 

The deliverables to achieve the above are 4 fold :

 

1. A preamble with thorough understanding of profile of youth (demographics, psychographics, insights and aspirations - could be based on secondary data or primary research amongst potential global students)

 

2. An innovative and effective 360 campaign proposition rendered across new mediums (sply online virals, social networking sites, events and activation) which would ensure creation of an emotional bond while hard-selling the special youth package

 

3. Product ideas that would help strengthen the offering beyond special fares, excess baggage, SIM and Forex. (suggestions should be substantiated through point 1)

 

4. Ideas for Loyalty building initiatives which would ensure the youth continue flying with us and makes Jet a revered brand amongst youth. Therefore, initiating and retaining a relationship.

 

 

All this to ensure the Jet Airways brand is "cool" yet differentiated from youth brands like Virgin, MTV, Levis and others

For more information refer to www.JetAirways.com or email internationaljet@gmail.com and zubing@iitk.ac.in

 

 

Caveat - The Jet Airways brand does not believe in using sex / vulgarity / nudity to achieve the 'cool' status. Would seek communication solutions which do justice to the brand values of Jet - premium, sophisticated, ambitious, ethical, excellence oriented, believes in meritorious achievers.

 

 

 

Rules -

 

- The recommendations should be shared with us in a powerpoint and structured to cover the 4 fold deliverables as defined above

 

- The final presentations should be mailed across before 8th Jan 09 to internationaljet@gmail.com and zubing@iitk.ac.in

 

- Only individual participants are allowed.

 

- Evaluation would be governed by the depth in articulating a youth insight, defining a relevant evocative proposition and depiction of innovative / creative thinking within the above framework

 

 

The participants would be required to give a short presentation of upto 7 minutes to the judges on

10th January 09.

 

 

 

Reward -

Free ticket to anywhere in India!