• by Fern Siegel , April 4, 2024

Jet service JSX believes it has a better way to fly.

Its new brand campaign, courtesy of PMG, its agency of record, created "This Is How I Fly" which underscores the ease of a public charter airline.

JSX says it makes air travel less stressful, since its passengers avoid crowded terminals, baggage claims, fast-passes, long waits and priority boarding. Customers regain control.

The "This Is How I Fly" is a digital campaign that includes video, social, display, audio and OOH. The idea is to make everything from booking to flying easy and enjoyable. PMG is also responsible for a new brand look and design system for JSX.

Ben Kaufman, director of marketing for JSX, said: “Public charters bring a simplified, premium experience to a diverse range of travelers across the nation.”

There are 6-, 15- and 30-second spots airing in 22 markets across the U.S. and Mexico. The ads will run across high-impact media placements, DOOH, CTV, online video, targeted content takeovers, social and search channels. Spots include "Class" and "This Is Flying."

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 and office decor.

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. We show the JSX experience as simple, seamless and something to be enjoyed, on your own terms.”

PMG client work includes SurveyMonkey, Kohler and Old Navy.