Challenger air carrier brand, JSX, faces off against major airlines with a better way to fly, showcased through a new brand campaign developed by its recently appointed agency of record, PMG. PMG created a bold new brand look and design system for JSX, embodied in a national campaign – ‘This Is How I Fly’ – that introduces JSX’s modern public charter flying experience to a wider range of travelers, while challenging the widely accepted notion that air travel is stressful.
With no crowded terminals, baggage claims, fast-passes, long waits, priority boarding, or ‘do not pass’ curtains in the cabin, the campaign highlights customers taking back control of their flying experiences. Getting their time back, their adventure back, their peace back, their family time back. Flying JSX means getting more life out of life.
The new JSX visual aesthetic and tone of voice is bold and approachable, and shows savvy, forward-thinking travelers that there’s a better way to fly, on their own terms.
The ‘This Is How I Fly’ platform comes to life through a full-funnel digital campaign that encompasses video, social, display, audio and OOH, and is centered on the idea that JSX is your key to seamless travel. From the ease of booking, to skipping crowded airports with chaotic boarding lines and planes with cramped seats, JSX helps you simplify and enjoy your travel experience.
Campaign elements include :30, :15 and :06 spots, with an integrated multi-channel media plan that supports its 22 markets across US and Mexico. Starting this spring, the ads will run across high-impact media placements, DOOH, CTV, online video, targeted content takeovers, social, and search channels. Ads will be highly targeted based on a persona strategy developed by PMG, to ensure that JSX’s value proposition is front and center for potential new consumers.
To help signal a change, PMG also created an internal campaign to introduce JSX crew members to the new brand campaign, which includes JSX’s refreshed guiding principles, branded travel sets, binders, business cards—even down to office decor.
Andrew Harper, executive creative director at PMG, says: “JSX is in a class of its own, challenging the big airlines with its reimagined flying experience. ‘This is How I Fly’ embodies JSX’s business model by being bold and unexpected, and demonstrates how flying doesn’t have to be stressful, chaotic or limiting. We show the JSX experience as simple, seamless and something to be enjoyed, on your own terms.”
“We are elated to elevate our brand in partnership with PMG,” says Ben Kaufman, director of marketing for JSX. “Public charters bring a simplified, premium experience to a diverse range of travelers across the nation, and through an emboldened brand campaign and enhanced media intelligence, I’m confident that we’ll make JSX a household name.”
Creative Credits
Agency: PMG
President and Executive Creative Sponsor: Jon Dupuis
Executive Creative Directors: Andrew Harper, Kyle Kelley
Copywriter: Benjy Joung
Art Director: Kevin Yurasovich
Designer: Hannah Huszar
Creative Account Director: Monica Abbracciamento
Creative Account Supervisor: Megan Orbach
Agency Executive Producer: Amanda Huelse
Agency Producer: Bridget Fontenot
Client Strategy Director: Stephanie Dworak
Strategy Director: Shelina Taki
Strategy Manager: Yash Shah
Production Company: The Republic Co.
Director: Andrew Ryan Shephard
Managing Director: Carrie Callaway
Executive Producers: Brian Hwang, Amy Aitken
Editor: Dean Pelton
Color/Finish: Bryan Bayley
Sound/Mix: Greg Carlson
VFX: Barrett Lewis, Jason Vigue
Client: JSX
CEO: Alex Wilcox, JSX
Director, Marketing & Communications: Ben Kaufman, JSX
Senior Brand Manager: Ariana Diaz, JSX
