Campaign SpotlightPress Release

Jetstar and The Secret Little Agency encourage travelers to ‘make it count’

SINGAPORE — In a bold move to redefine the travel landscape post-pandemic, Jetstar has unveiled its latest brand proposition, urging travelers to “Make It Count” in 2024. Notably, this marks the next chapter of an ongoing partnership between Jetstar and The Secret Little Agency crafting the airline’s brand platform, with the last brand proposition, “Because You Can,” created over seven years ago.

To derive the new platform, Jetstar Asia conducted a nationwide survey to distill the travel habits of consumers in October 2023. It found that 85% of respondents believe holidays are important, yet nearly 60% have yet to plan their 2024 getaways. With this insight, “Make It Count” hopes to encourage people to overcome planning procrastination and put intention behind travel, emphasizing the importance of purposeful journeys. Reflecting strategic shifts in the travel landscape, the campaign rallies travelers to emphasize the quality of their experiences and the importance of understanding why they travel rather than just where they’re going.

“Jetstar has always been about more than just reaching a destination; it’s about the journey and the many stories we create along the way. ‘Make It Count’ is not just a campaign, it’s a commitment to meaningful travel experiences, encouraging our passengers to embrace the why behind their journeys, and ensuring every trip is a chapter worth remembering. We are committed to allowing everyone to enjoy these meaningful travel experiences affordably and to rediscover our destinations repeatedly. We’re excited to continue the partnership with The Secret Little Agency to bring this to life. As the creative agency that created our brand platform seven years ago, we knew there was no better partner to help us in this new wave of travel,” said Belinda Allen, Regional Manager Group Marketing & Direct Sales Asia for Qantas and Jetstar Airways.


The creation of the new brand platform is accompanied by a new brand toolkit, complete with a library of assets for use across digital, social, and various destinations and occasions. This includes a film that takes the audience on a visceral adventure, where viewers will journey through a visual scrapbook, capturing the essence of meaningful travel experiences that linger long after the journey ends. The film, shot in hot travel destinations across Asia featuring Jetstar’s crew, aims to resonate with modern travelers living their journeys with intention and purpose.

“Our goal was to craft a platform that transcends the ordinary, resonates with the modern traveller’s mindset, and showcases Jetstar’s commitment to a new era of purposeful travel. ‘Make It Count’ is not just a tagline; it’s a creative journey that takes the audience beyond the destination, making every moment a canvas for memorable experiences,” said Mavis Neo and Nicholas Ye, Co-chief Creative Officers at The Secret Little Agency.

The brand platform launched in celebration of Jetstar’s 19th birthday sale on December 12, and is expected to run well into 2024 across digital programmatic, social, and OOH including iconic billboards across Asia Pacific.

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