Jet Airways rolls out buses for brand push

Singapore - In a bid to strengthen its brand presence, Jet Airways has embarked on a year-long initiative using tour buses.

Five buses started plying local streets, driving past tourist attractions and making a stop at the airport.

The campaign, which targets the well-travelled and the likely to travel, aims to principally increase visibility of the brand while building and reinforcing awareness on its products and its network. A two-month trial was previously executed with just one bus. Due to the positive responses it has received, Jet Airways made the decision to pull it out of beta and run the campaign formally.

The bus campaign was chosen due to its cost-effectiveness and the high exposure it offered to the travelling public. This year-long campaign is just a part of Jet Airways' larger branding exercise which includes print and BTL executions.