Challenge:Travelling with a low-cost carrier increases anxiety and fear affecting the entire travel experience, especially around fear of delays, lost luggage, and over allocated seats.

Solution:What’s Your Story? was created, a place for travellers to share and discover travel experiences from across the Jetstar network. By celebrating the experiences of happy travellers, Jetstar was immediately part of a positive, assuring conversation.Results:While other airlines saw a decline in perceived quality, Jetstar rose to new heights, reducing the gap between itself and the leading quality airline by 33%.

Solution:So to leverage millions of passionate travellers to help relieve anxiety and rebuild trust & trial in Jetstar, What’s Your Story was born.

An online community for travellers to share & discover travel experiences from across the Jetstar network. By celebrating the experiences of happy travellers, Jetstar were immediately part of a positive, assuring conversation. And in return, Jetstar would reward the best stories with return flights to a destination of their choice.The campaign was kicked off in an email to loyal Jetstar customers driving them to a microsite to post, discover and share inspirational travel stories. Facebook, Twitter, YouTube, Newspapers & Magazines then took the stories of thousands to 6.8 million Australians, in line with a traditional TV brand message "Low fares are just part of the story".

Result:In just 12 weeks Jetstar received over 10,000 travel stories attracting 85,000 Australians to the campaign website for over 6 mins. But above all, while the category saw a massive 3 to 5 per cent decline in perceived quality Jetstar rose 4 per cent, reducing the gap between itself and the leader in quality by 33 per cent, an outstanding result.