A brand’s 13th Birthday isn’t usually one that gets a lot of airtime. And a commercial sale is notoriously difficult to pitch for editorial coverage. So, we had to find a way to make it one that thousands of Kiwis, including our media, could get on board to celebrate.
We don’t want to be the only star of the show on our birthday, so Jetstar invited Kiwis to be The Birthday Star – winning free flights for anyone that shares the same birthday as us.
To celebrate its New Zealand Birthday, Jetstar announced it was gifting every Kiwi that shared its birthday free flights. No strings attached. All you needed to do was reclaim your free flight voucher on our bespoke microsite, with proof of ID through a driver’s license or passport.
But what if you weren’t born the same day as Jetstar? No worries. Jetstar shared the love with all New Zealanders through its famous Birthday Sale, offering its famously low fares to every Kiwi.
The campaign generated 5 million social impressions, resulted in 50K social engagements, saw dozens of PR stories published, and became one of Jetstar’s most successful PR campaigns in New Zealand to date - driving a four-fold increase in revenue from social compared to last year’s sale.
Now that’s worth celebrating.