PMG Named Creative and Media Agency of Record for Air Carrier JSX

By Kyle O'Brien 

Independent agency PMG has been awarded all integrated creative and media work for air carrier JSX following a competitive pitch.

PMG will be responsible for creative that includes a brand refresh and full-funnel campaign development, as well as running all forms of media for the Dallas-based air carrier and its routes.

PMG will help raise awareness of JSX’s unique hop-on public charter flying experience and boost bookings. 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 in a statement. “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.”

Customers on JSX flights travel between dedicated hangars on 30-seat Embraer 135 and 145 jets—without the lines, crowds and other known travel hassles. 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 its customers. 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 with one partner with the task of bringing the brand strategy to life. JSX previously worked with Eleven

“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,” said Alex Wilcox, CEO of JSX in a statement. “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.”

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

With the signing of JSX, PMG’s customer roster of travel brands now includes an air carrier, as well as Best Western Hotels & Resorts, Omni Hotels & Resorts and Apple Leisure Group.

Details of the deal were not disclosed, but COMvergence lists the estimated media spend for JSX at $2 million.