PMG Digital Made for Humans

JSX Launches ‘This is How I Fly,’ A Full-Funnel, Integrated Campaign by PMG

2 MINUTE READ | April 2, 2024

JSX Launches ‘This is How I Fly,’ A Full-Funnel, Integrated Campaign by PMG

JSX Launches ‘This is How I Fly,’ A Full-Funnel, Integrated Campaign by PMG

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PMG is a global independent digital company that seeks to inspire people and brands that anything is possible. Driven by shared success, PMG uses business strategy and transformation, creative, media, and insights, along with our proprietary marketing intelligence platform Alli, to deliver Digital Made for Humans™. With offices in New York, London, Dallas/Fort Worth, Austin, Atlanta, and Cleveland, our team is made up of over 900+ employees globally, and our work for brands like Apple, Nike, Best Western Hotels & Resorts, Gap Inc., Kohler, Momentive, Sephora, and Shake Shack has received top industry recognitions including Cannes Lions and Adweek Media Plan of the Year.

Challenger air carrier brand, JSX, faces off against major airlines with a better way to fly, showcased through a new brand campaign developed by its recently appointed agency of record, PMG. PMG created a bold new brand look and design system for JSX, embodied in a national campaign – ‘This Is How I Fly’ – that introduces JSX’s modern public charter flying experience to a wider range of travelers, while challenging the widely accepted notion that air travel is stressful. 

With no crowded terminals, baggage claims, fast-passes, long waits, priority boarding, or ‘do not pass’ curtains in the cabin, the campaign highlights customers taking back control of their flying experiences. Getting their time back, their adventure back, their peace back, their family time back. Flying JSX means getting more life out of life. Andrew Harper, executive creative director at PMG, says, “JSX is in a class of its own, challenging the big airlines with its reimagined flying experience. ‘This is How I Fly’ embodies JSX’s business model by being bold and unexpected, and demonstrates how flying doesn’t have to be stressful, chaotic or limiting. We show the JSX experience as simple, seamless and something to be enjoyed, on your own terms.”

The new JSX visual aesthetic and tone of voice is bold and approachable, and shows savvy, forward-thinking travelers that there’s a better way to fly, on their own terms. The ‘This Is How I Fly’ platform comes to life through a full-funnel targeted campaign that encompasses video, social, display, audio and OOH, and is centered on the idea that JSX is your key to seamless travel. From the ease of booking, to skipping crowded airports with chaotic boarding lines and planes with cramped seats, JSX helps you simplify and enjoy your travel experience. “We are elated to elevate our brand in partnership with PMG,” says Ben Kaufman, director of marketing for JSX. “Public charters bring a simplified, premium experience to a diverse range of travelers across the nation, and through an emboldened brand campaign and enhanced media intelligence, I’m confident that we’ll make JSX a household name.”

Campaign elements include :30, :15 and :06 spots, with an integrated multi-channel media plan that supports its 22 markets across US and Mexico. Starting this spring, the ads will run across high-impact media placements, DOOH, CTV, online video, targeted content takeovers, social, and search channels. Ads will be highly targeted based on a persona strategy developed by PMG, to ensure that JSX’s value proposition is front and center for potential new consumers. 

To help signal a change, PMG also created an internal campaign to introduce JSX crew members to the new brand campaign, which includes JSX’s refreshed guiding principles, branded travel sets, binders, business cards—even down to office decor. 

Creative Credits

Agency: PMG

President and Executive Creative Sponsor: Jon Dupuis

Executive Creative Directors: Andrew Harper, Kyle Kelley

Copywriter: Benjy Joung

Art Director: Kevin Yurasovich

Designer: Hannah Huszar

Creative Account Director: Monica Abbracciamento

Creative Account Supervisor: Megan Orbach

Agency Executive Producer: Amanda Huelse

Agency Producer: Bridget Fontenot

Client Strategy Managing Director: Stephanie Dworak

Client Strategy Lead: Emily Schneider

Strategy Sr. Director: Shelina Taki

Strategy Manager: Yash Shah

Production Company: The Republic Co.

Director: Andrew Ryan Shephard

Managing Director: Carrie Callaway

Executive Producers: Brian Hwang, Amy Aitken

Editor: Dean Pelton

Color/Finish: Bryan Bayley

Sound/Mix: Greg Carlson

VFX: Barrett Lewis, Jason Vigue

Client: JSX

CEO: Alex Wilcox, JSX

Director, Marketing & Communications: Ben Kaufman, JSX

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Senior Brand Manager: Ariana Diaz, JSX

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