Selfies and Singlish: How Jetstar is capturing Singapore's travelers

Low Lai Chow

This article outlines how Jetstar, a low cost airline, used local market insights to target Singapore's travelers with viral video campaigns they could relate to.

Selfies and Singlish: How Jetstar is capturing Singapore's travelers

By Low Lai Chow

Low-cost carrier Jetstar Airways may be headquartered in Australia, but head of marketing & PR for SEA, Chantal van Wijnbergen is quick to remind that the airline has been serving Southeast Asia for well over ten years.

"A lot of people think of Jetstar Asia as an Australian brand, and it is," she said at the LEAD conference in Singapore.

"The roots are there. But we have a local airline here. We wanted to tap into being local as well."

In recent years, the airline has focused...

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