JETSTAR, which spends a minimum $30m each year on mainstream advertising, is reviewing its media buying process with a view to cutting ad purchasing costs. B&T Today reports the low cost carrier may take some aspects of the process in-house while canvassing pitches for its media buying account, presently held by Zenith Optimedia.
“We are evaluating all our options at the moment, whether to outsource all our media or to take on components of it ourselves,” a Jetstar spokesman said. “We are a heavy spender and there is an argument that you should step up to the plate when economic times are tough.” In other words, incumbent, cut costs or you’re out! The creative account is not under review.
Meanwhile, B&T Today also reports that Tourism Tasmania has ended its eight-year relationship with Love Communications and is looking for a new creative agency. According to Nielsen Media Research, Tourism Tasmania slashed its mainstream ad spend last year, spent $2m compared with $4.6m the previous year. Travel Trends: January 20, 2009