Jetstar is tapping into Singles' Day and a trend towards a celebration of single life by offering deals for solo travellers from Singapore.
The campaign is timed around the Singles' Day sales day that originated in China but now sees businesses around the world create special deals on the 11 November each year.
It taps into a growing discussion in society about having pride in singledom and enjoying spending time with oneself, particularly when it comes to experiences and travel.
The campaign’s insights are based on a study by Jetstar into the feelings of its customers around the idea of travelling solo. The study found that, discounting business trips, 49% had been on personal solo trips at least four times in their lives. The research also hoped to dispell the myth that people travelling alone do so because they don’t have a choice, however, the research found 55% of solo travellers do so out of personal choice and 44% felt comfortable travelling without their partners.
Vicky Wang, regional marketing manager, Jetstar Asia said it was only in recent years that 'singledom' had become something to really celebrate, and this was especially so on Singles’ Day.
“Here in Singapore, we’ve observed an increase in our customer’s appetite for travelling solo, and so we wanted to understand the reasons why many consumers are making this choice so willingly,” Ms Wang said.
“Interestingly, our survey demonstrates a clear link between solo travel and the feeling of being refreshed and recharged – we want to share the benefits of solo travel and encourage those who wouldn’t normally try it, to take the plunge!”
The campaign has been launched with a video and will be promoted across the brand’s digital channels and on social media.