Opinion

Why Jetstar is sponsoring Asia’s Got Talent

Chantal van WijnbergenJetstar is sponsoring the first series of Asia’s Got Talent, a pan-regional version of the popular format that is to launch on 12 March across 20 countries on AXN. The show is billed as “The biggest talent contest in the world”.

In this Q&A, Mumbrella’s Asia editor Robin Hicks spoke to Chantal van Wijnbergen, the airline’s regional manager for marketing and PR, Southeast Asia, about how Jetstar and the show are a good fit, what ROI she expects from the sponsorship, and why she thinks the format could become Asia’s answer to the Eurovision Song Contest.

So, why is Jetstar sponsoring Asia’s Got Talent? What’s the connection between the two brands?

We think that Asia’s Got Talent is a really good way to increase brand awareness across the region as it’s a pan-Asian show. As a brand, we exist to enable talent to fly further, connect with their families and fulfil their dreams. Asia’s Got Talent is about also connecting people with their dreams. So it’s a good fit.

Asia's Got Talent

Jetstar A320 sports new Asia’s Got Talent livery

A pan-regional version of the show has never been done before. Did you not see it as a risk to go first?

Not really. Asia has no shortage of talent, and people love the local country formats which have been running in several countries for four or five years now. I think it’s time for a pan-regional version and I’m confident it’ll work -in a similar sort of way that the Eurovision Song Contest has worked in Europe – there’s an extra edge of competition between countries.

Asia's Got Talent set

Sponsorship as a discipline does not enjoy a great reputation for measuring ROI. What do you hope to get out of the association for the Jetstar brand?

For us, the main thing is building brand awareness. The Jetstar brand is at different stages of development in different markets around the region. In Singapore, where I’ve worked for the last five years [van Wijnbergen worked at Unilever before joining Jetstar in 2012], the brand is well known. It’s been here for 10 years and it’s our regional hub. But in other markets like Thailand, Indonesia and the Philippines there’s lots of room to increase brand awareness, and let people know who we are and what we stand for.

Though our KPI is to increase brand awareness, we don’t believe in just slapping our logo on the show or in a commercial break between the show. We truly believe in building the brand from an emotional point of view. As I mentioned, the platform is a great way to emphasise that Jetstar is all about connecting people and making things possible – that’s why we’re providing tickets for the stars to come to Singapore and reach for the stars. Connecting people and sharing dreams is an area we want to build on and give meaning and purpose to as a brand.

Sponsorship experts often complain that brands do not do enough to leverage their association with a media property. What marketing activity are you doing to build on the Asia’s Got Talent sponsorship?

We have a limited budget, which means we have to very smart about how we used it. Our focus will only be on social and digital. We are going for high engagement, which is much more important to us when marketing around the show than reach.

The judges:

The judges: David Foster, Anggun, Van Ness Wu, Mel C

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