Jetstar signs Joanne Peh as Ambassador in multi-million dollar campaign to support Asian growth
Thursday, 23 July 2009 – Singapore: Jetstar has signed popular personality Joanne Peh as its new Ambassador to appear in a multi million dollar regional marketing campaign to support the Jetstar brand’s next phase of growth in Asia.
Starting today, the biggest brand campaign Jetstar has ever embarked on within Asia will appear in major Jetstar markets including Singapore, Indonesia, Malaysia, Thailand, Philippines, Hong Kong and Macau. The campaign will include advertising across print, radio, outdoor, online and television media.
Jetstar Asia commenced services in December 2004 and the Jetstar brand now operates services to 20 destinations from Singapore.
The carrier recently commenced new services to Penang, moving to double* daily in October whilst expanding between Singapore and Bangkok to 3 times daily from 27 September 2009.
Jetstar Asia and Valuair CEO Ms Phit Lian Chong said the carrier’s emerging role within the Jetstar Group’s strategic Singapore hub necessitated a significant regional investment in brand promotion.
“With our network and fleet continuing to grow, it is important that our brand evolves and grows with us,” Ms Chong said.
“This campaign supports and reflects the total Jetstar consumer experience and our vision to fly more places, more often, for less.
“This is the first time we have used an ambassador to represent our brand or embarked in a campaign of such a significant size.
“We began our search for an Ambassador earlier in the year and after much consideration and many months, we chose Joanne as we believed she is a good representation of our brand values – she is fun, fresh, youthful and enjoys life,” she said. Joanne began her career in the media after winning the title of Miss Elegant and Miss Personality in the Miss Singapore Universe competition in 2002 and shortly after was signed with Media Corp. Joanne has since been involved in a range of hosting and acting projects. In the 2009 Star Awards, Joanne beat hot favorites to win her first ever Best Actress award for her role as Huang Yuzhu in The Little Nyonya, on the day after her birthday. She also won her third Top 10 Most Popular Female Artistes award on the same night.
Jetstar hosted the new campaign shoot with Joanne in Hong Kong, Bali and Singapore in June.
“We began our search for an ambassador earlier in the year and after much consideration and many months, we chose Joanne as we believed she is a good representation of our brand values – she is fun, fresh, youthful and enjoys life,” Ms Chong said.
“Joanne was an obvious choice as, like Jetstar, she calls Singapore home but she is also recognised in other Asian regions where her television programs are syndicated.
“Joanne will be more than just a face in our advertising campaign – we have chosen Joanne to be a true Ambassador for Jetstar and we are excited to be working with her on a range of other promotional projects and events in the coming months.
“With the Jetstar brand growing across the region with networks in not only Singapore but Vietnam and Australia, we are really excited that Joanne can be part of the growth of our brand,” she said.
The use of brand ambassadors in the past has proved a successful strategy for the Jetstar Group.
Jetstar boosted recognition of its brand in Japan by signing on Japanese mega star “Becky” (Rebecca-Eri Rayborn), one of the most well known celebrities in Japan, as an ambassador to feature in its advertising campaign and appear at promotional events.
“In Japan, Becky was recently voted the most popular female personality in terms of her media exposure in the whole of Japan.
“In May this year, Jetstar was selected as one of the 100 Best Brands in the ‘Breakthrough Advertising’ category in Japan at the 20th annual ‘Japan’s Best Advertisers’ awards ceremony. The award put Jetstar among some of the biggest global brands and we believe this award was largely due to Becky’s inclusion in the advertising campaign.
“Recall of the Jetstar brand reached very high numbers in Japan after the involvement of Becky and we are confident that the formula will have a similar success with Joanne,” Ms Chong said.
Joanne was delighted to be working with Jetstar and had a great time on the recent advertising campaign shoot.
“I was excited to work with Jetstar as its sunny, happy, carefree image sits very close to heart. Ultimately that is who I am and that is what I want on a holiday.
“The ad campaign shoot was a fantastic experience – working with an international crew for the first time was not only enjoyable but eye-opening as well, leaving me with valuable experiences and sweet memories.
“The thing I like most about traveling is learning about people and places outside of Singapore, which is useful in helping me craft my characters when I act,” Joanne said.
* Subject to regulatory approval.
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