• Category:
  • Document type:
  • Level:
    High School
  • Page:
  • Words:



Jetstar Airways

Jetstar is an airline company which has its headquarters in Melbourne in Australia. The company is owned by Qantas. Jetstar Airline was formed with a major aim of trying to counter the stiff competition from Virgin Blue. Jetstar and Virgin Blue operates at low-cost. Jetstar was started as a brand strategy of the Qantas Airways to try to cope with the competition. Jetstar is one of the most active airway companies in Australia taking more than 8% of all domestic airway services in Australia (Jiang 2013, p.21).

Jetstar operates majorly on the domestic travelling although the company is also involved in regional and international services. The international services are conducted in the company headquarters, Melbourne. The company is not involved much with international services given its period of operation. Jetstar Airway has been in operation since 2003 when it was established as a low-cost domestic subsidiary of Qantas.

The Jetstar group as it was starting back in 2003 it had about 400 employees. The number of employees has increased significant due to Jetstar involvement in regional and international operations. Currently, the company has about 7000 employees across Asia. The company currently offers the flight to more than 60 destinations distributed in 17 different countries around the world. This makes Jetstar be among the most popular Airways in Australia. Although started as subsidiary Jetstar has grown to become a big company providing employment in Australia and other countries (Jiang 2013, p.27).

Content Strategy

Content strategy can be viewed as a way of planning all the aspects of managing content throughout the lifecycle. These involves various activities such as aligning the content to the organization goals, analysis, modelling evaluation, measurement, and sun setting of the content. According to Kristina Halvorson, the content strategy involves the creation, publication, and governance of useful content. Scott Abel insists that it the content strategy that helps entrepreneurs to manage content just like any other business asset (Prideaux and Whyte 2014, p. 102).

Jetstar being one of the competitive airways that are operating in different nations has not be left behind in developing the content strategy. The company appreciates the current development of social media and hence uses these media to spread its content strategy. To gain and maintain customer trust, the company is available in various social media. The main aim of spreading Jetstar Group content strategy via various social media is to try to meet as many new customers as possible. The other main reason is to gain customer credibility hence maintain the company high competitive advantage over other airways.

Just like much other organization Jetstar group uses various types of content to capture as many customers as possible. The most common type of content used by Jetstar Group is the use of clear photos which is the most appealing method to use on any social media platforms. The photos are then followed with a brief explanation. The company also make use of various videos posts especially their YouTube and Google+ channels. Jetstar also makes use of other types of content that are being used by competitors’ airways in the region such as blog posts and viral memes.

The audience for this content is main the existing customers as the company strives to maintain it large customer base. Jetstar also strives to win as many new customers as possible hence their content strategy is usually focused on customers. This ensures that the company selects the most appropriate post that is likely to win and maintain customers (Riff, Lacy and Fico 2014, p.30).

Social Media channels

Social media channel involves creating company own clients’ communities for service and brand development. These will include tapping into many independent blogs, forums, and publishers. Through the social media, the client can participate, interact and share the feelings about the service the company is offering. Jetstar uses various social media platforms to monitor and facilitate customer to customer interaction. Through the social media, the company can achieve positive engagement with various customers (Riff, Lacy and Fico 2014, p.23).

Jetstar Group is available on different social media platform such as Facebook, Twitter, YouTube, Google+, LinkedIn and also in mobile application example Apple app store. Among all these platforms Facebook and Twitter can be termed as the most popular and the commonly used platform (Jiang 2013, p.21).


Facebook is currently the most popular social platform in the world, and almost every person can access Facebook. This makes Facebook a good social media to channel content strategy. Jetstar has not been left out in utilizing Facebook as the most popular social media platform. The company has a Facebook page by the name ‘Jetstar Australia’. The company can get feedback from various posts on this page that are made on daily basis. The company can be said to be very active on Facebook as they rarely go a day without posting on this page. Jetstar Group Facebook page has 514,135 likes.

Though not as popular as Facebook, Twitter is another great platform different companies uses to communicate to their customers. To help customers with service queries and fantastic offers the Twitter account for Jetstar is monitored seven am-8 pm any working day and nine am-5pm weekends. The company responds to the tweets as soon as the customers make their tweets. The twitter account for the company has about 236 likes. However, despite the low number of likes the account has got about 139000 followers and 45500 tweets. From these statistics, we can conclude that the company Twitter account is very active in spreading the content strategy of Jetstar group.

The Jetstar just like other companies in the industry does communicate their content strategy through videos. The company has posted various videos in the YouTube account to sell their services to potential customers as well as to maintain the current customers. The YouTube account is also active with some videos with various views. Some videos have received many views example ‘Because Jetstar Can!’. It was posted about a month ago and received about 123,803 views.

Jetstar is also in Google+ platform. In this platform, the company has about 85 followers and about 7387 views. The company uses videos and photos in this platform to reach its customers.


This is another social media that is not very common. However, Jetstar has got a LinkedIn account. Despite its unpopularity, the company can reach some customers through this medium. In this platform, the company has about 1704 likes.


Content strategy via social media is very important for any given company as the social media has become the most platform being used by many people. Companies are using social media to market their services and products. People are likely to get more information from social media platform as opposed to going through the websites of the different company. This compels companies to avail their content strategy in various social media platform where information will quickly reach a big number of audience. Although some social media platforms are popular than others, the company should not only concentrate on the popular ones by strive to make sure they are available in all the platform. The most advantage of the social media platform is that it does not have time and place limit. A person can get information anytime and in any place. Jetstar has been able to utilize social media platform to market itself.

References List

Jiang, H., 2013. Service quality of low-cost long-haul airlines–The case of Jetstar Airways and AirAsia X. Journal of Air Transport Management, 26, pp.20-24.

Prideaux, B. and Whyte, R., 2014. Implications for Destinations when Low-Cost Carrier Operations are Disrupted: The Case of Tiger Airlines Australia. Advances in Hospitality and Leisure (Advances in Hospitality and Leisure, Volume 9) Emerald Group Publishing Limited, 9, pp.99-118.

Riff, D., Lacy, S. and Fico, F., 2014. Analyzing media messages: Using quantitative content analysis in research. Routledge.