Creativity in Public Relations

Can something be judged as “creative” if it’s simple.  YES!  Case in point: a new promotion from low-cost airline JetStar in Australia.  The company just announced a new campaign “Be a Star On Australia Day” that ensures its easy for consumers to enter and has enough of a prize to motivate them to do it.  JetStar uses in their marketing efforts a “Star Jump” – hands out, legs out like a star, but not legs up and hands up like Toyota – so you always see people doing a star jump because they love the price of fares on JetStar.

With that in mind, its easy to guess what the competition is – get some friends and family together, do the star jump at the same time, take a photo of it happening, send it in and you could win one of 150 JetStar flight vouchers for $300.  And, if you look like a star, you could be selected to be a part of a photo collage of people doing the JetStar Star Jump in a major Australia newspaper on “Australia Day” (like the 4th of July in the US).

So another example of something that doesn’t really rock the creative scale as far as a “WOW” factor, but i’m betting will get quite a few entries (nice database builder), has people doing the signature JetStar star jump (almost as good as a brand logo as a tattoo) and something people may tell a friends about (so nice word-of-mouth).  The key learning – sometimes something successful doesn’t have to be a huge “WOOHOO” creative idea.

Now excuse me, i totally have to do a star jump to enter this competition!