Jetstar

Jetstar, the Australian low-cost carrier owned by Qantas, approached Resonance to create a suite of sonic branding assets to accompany their launch back into the market after the Covid shutdown.
The airline had previously used a licenced track for their brand assets, but was looking for a long term ‘ownable’ brand anthem which would then be adapted across their many touchpoints.

Jetstar’s brand personality is defined as fun, warm, human and energetic, all attributes that could translate effortlessly to music. Working closely with Wunderman Thomspon and the airline, a process of ‘sonic mood boarding was undertaken, designed to connect brand characteristics to musical styles and instrument palettes. It was determined that nothing expressed ‘human’ more directly than the sound of voices and therefore a group vocal chant was to lie at the centre of the brand anthem. This music was then adapted to create a more gentle and relaxing long-form piece that would be used for boarding and disembarkation, as well as a stand-alone audio logo.

Now embedded into the Jetstar customer journey, the brand music helps give a clear sonic identity across multiple touch-points including TVCs, radio, on hold, boarding and online.