“The best fly with Jat”, the 2007 advertising campaignSerbia’s Jat Airways will spend a considerable amount of money on a new advertising campaign to hit Serbian television screens, movie theatres and billboards by the end of the year. Jat is hoping that a new campaign will manage to improve the airline’s tarnished image amongst Serbian citizens. The airline has endured a long summer of negative and damaging articles on behalf of the media. The airline’s CEO has confirmed that the business and media consulting company Farmer & Spaić will be the mastermind behind the new campaign but refused to comment on the exact cost of the campaign. The media was not particularly happy with the latest news from Jat saying that the new campaign will be a waste of money, especially since Jat already has its own company “Jat Media Centre” which together with composing Jat’s monthly inflight magazine is also supposed to formulate the airline’s advertising campaigns.
Jat last launched a large scale media campaign in 2007, which turned out to be extremely successful. The airline asked dozens of Serbian celebrities to advertise Jat without receiving a pay check to do so. The campaign celebrated 80 years of Jat and earned the company an award for one of the best advertising campaigns in 2007. Will the new campaign be as popular and do you think the money should have been spent elsewhere? Send a comment.