The Royals calls itself “A Creativity and Technology Club,” which is a cute way of saying, “we do digital but we don’t know what that term should cover exactly”. So it’s just like every agency, a bit confused right now about what an advertising agency is, or isn’t, should be and shouldn’t touch with a barge pole.

Lately, it has been doing some fun low cost work for fun low cost airline, Jetstar.

First up is the Jetstar Thank You Department, which rewards frequent flyers with personalised gifts.

“Using Instagram, we track users uploading images hashtagged #jetstar or #jetstaraustralia. A bit of a scroll through their photos means we get a sneak peak into their interests and passions on a personal level. This allows us to buy them a personalised gift and write them a little note before it’s delivered by post to their address…”

“The Thank You Department means Jetstar can build positive conversations and brand sentiment while strengthening customer service.” Apparently Jetstar has learned from parent Qantas’ mistakes.

Recently, Jetstar turned 10. So The Royals threw it a birthday celebration with thr traditional 10th birthday party game, Pass the Parcel, as the main attraction.

The Royals kicked off the game by asking Jetstar’s Facebook community to submit the names of those who most deserved a free flight. When the hundreds of responses were tallied, a hard
nurse from the Alfred Hospital Melbourne was the most popular choice.

When a Jetstar cabin crew member presented her with a wrapped orange box containing a free flight voucher, she was asked to challenge him to track down the person she would like to pass the parcel to next.

During the Pass the Parcel game Jetstar was challenged to track down all sorts of characters – a man in a leather jacket, a mother pushing a pram, someone with a big smile…

Whatever the challenge, Jetstar found a worthy recipient and passed the parcel on.
Inside the parcels were domestic and international flights to members of the public in Melbourne, Tokyo, the Gold Coast and Queenstown. They received flights to locations like Bali and Honolulu and their reactions were all caught on film to share on social media.

Jetstar head of marketing and PR, Liz McCarthy, commented, “The Royals came up with the great concept of global game of Pass the Parcel, which we felt was fun, emotive and what we are all about – making travel accessible to the masses.

“The concept and game resonated strongly with our social media community and we were thrilled to give the gift of travel to unsuspecting people across three continents.”