Big biz campaign is Jet's budget buster

Hong Kong - Jet Airways has launched a major OOH push, through M&C Saatchi, to promote its business credentials with a series of high-impact special media executions, informing local travelers that the brand is more than just a budget airline.

"We want to let people know that Jet Airways is a serious business player in the global airline industry," Sylvia Lee, managing director of M&C Saatchi HK, said.

To help deliver this message, the agency transformed elevator shafts into giant box files, and pillars into giant cigars, fountain pens and a stack of coins in MTR stations to drive home its "Big Business" proposition.

Simon Handford, executive creative director of M&C Saatchi HK, commenting on the executions, said when trying to out gun competitors which are better known and have bigger budgets "your creative has to work much harder".

Coinciding with the carrier's 15^th anniversary globally, Jet Airways also bought space in a special report section in the South China Morning Post and other print ads to announce the launch