Lunar New Year is traditionally a time of togetherness. But every year, the number of young Singaporeans travelling overseas during the festive period grows. As an airline, Jetstar was directly contributing to the problem. We needed to become part of the solution. Instead of encouraging people to travel, we asked them to do the opposite: Stay home.

 

We launched the campaign with a video, offering young Singaporeans a free flight if they were prepared to miss reunion dinner to take it. Then we showed them what their families had said when asked the exact same question…

 

The tear-jerking campaign video was viewed over 1.2million times in just two weeks, and offered Singaporeans who were already travelling over Lunar New Year the chance to change their flights for free and stay home instead. We secured over $218,000 in PR value, 32 pieces of coverage, and the campaign was even recognised by government ministers in Singapore for its promotion of family values. 

 

Our campaign has won seven industry awards including a Gold Sabre (Holmes Report 2018), Southeast Asia Campaign of the Year (PR Week Asia, 2018) and Promotional Activity of the Year (PR Week Asia, 2018).