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Jetstar flights to Melbourne and Auckland: mixed metaphors give a mixed message
CLIENT: Changi Airport Singapore PRODUCT: Jetstar flights to Melbourne and Auckland MEDIUM: Print/The Straits Times MARKET: Budget travellers ATTRACTION: The alternating human/sheep passengers of the plane provide a quirky visual draw but, apart from that, the hues are lifeless and the overall aesthetic insipid. POSITIONING: Home section of The Straits Times. Relationally it’s a tricky one. It’s a message of congratulations on behalf of Changi Airport to Jetstar for their expansion of service to Melbourne and Auckland. Yet it goes beyond congratulations, becoming a rather confused (and confusing) piece of communication, one that is as much a veiled affront to budget airlines as it is a show of goodwill from an allied stakeholder. ANALYSIS: This ad is all about the “flocking” metaphor and the inter-connections between sheep, New Zealand, and mass movements (i.e. the idea that “everyone’s flocking to Melbourne and Auckland”). On the surface it all seems to tie together rather nicely (although
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