Jetstar and Tourism Tasmania

April 2011: This newspaper ad from Jetstar & Tourism Tasmania performs well both as a brand message and a retail driver.

Key findingsjetstar-tasmania-article

  • The combination of a great image and a strong offer, has worked very well for Jetstar with the Launceston ad, generating high levels of AffinityReappraisal and Call to Action.
  • The ad helped position Jetstar as both relevant and different and generated strong intentions to ‘remember for later’ which is typical of Tourism destination marketing.
  • Of the Jetstar ads we’ve tested since 2008, this one has garnered the highest levels of Interest.
  • This is a great example of an airline carrier working hand in glove with a tourism destination to generate a strong reader response.

Download full results of Jetstar & Tourism Tasmania April 2011 Creative Benchmarking research below.

Visit these sections for more information

Explore our Creative Benchmarking research across a range of advertiser categories, including the Travel category, to learn how consumers engage with and act on newspaper advertising.

See also our Best Practice Approach resources including the Action Map, a proprietary newspaper measure which identifies the form of action a newspaper ad is likely to generate. Likewise, find out about the Role Map, which illustrates how consumers connect with newspaper advertising across the Six Strategic Roles.


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