PMG Named Creative & Media AOR for Premium Air Carrier JSX

PMG has been awarded all integrated creative and media work for award-winning air carrier JSX following a competitive pitch. As agency of record, PMG is responsible for creative that includes a brand refresh, full-funnel campaign development and running all forms of media for the Dallas-based air carrier and its routes. All PMG work will support raising awareness of JSX’s unique flying experience and boosting bookings. To service the account, PMG will leverage the data-driven insights and intelligence from its proprietary Alli marketing technology platform.

“JSX has bold ambitions to reimagine the modern flying experience,” said Jon Dupuis, president of PMG. “As a challenger brand to the big airlines, JSX is in a class of its own. Our work will help the brand take off to the next level and accelerate its transformation.”

JSX is a hop-on jet service that’s faster on the ground and more comfortable in the air. Customers on JSX flights travel in comfort between dedicated hangars on 30-seat Embraer 135 and 145 jets—without the lines, crowds, and other known travel hassles. Booked by-the-seat, JSX flights offer an attainable public charter solution to communities across North America. It began operations in 2016.

PMG began its relationship with JSX last year with brand strategy engagements, helping the company to better identify audience segments and understand the needs of the diverse groups of travelers it caters to. This informed a new brand positioning and subsequent message development. With the appointment of PMG as its creative and media AOR, JSX has consolidated all integrated marketing under one partner with the task of bringing the brand strategy to life.

“With our disruptive model, we needed a marketing partner that thinks out-of-the-box and can help lead the way in delivering breakthrough creative and media activations that depart from the usual air travel narrative,” adds Alex Wilcox, CEO of JSX. “PMG brought that to the table while also bringing a performance-driven mindset and strong data underpinning to inform a strategic marketing plan that works throughout the funnel. With complaints about U.S. air carriers at record highs, we offer an alternative and are thrilled to unveil the ‘new’ JSX to the world.”

PMG’s brand refresh and first creative platform for JSX—“This is How I Fly”—begins rolling out this month.

JSX adds to PMG’s customer roster of travel brands, including Best Western Hotels & Resorts, Omni Hotels & Resorts, and Apple Leisure Group.