10 June 2025
The Idea
To celebrate its 21st birthday, Jetstar sought to engage young Australians with a unique and memorable campaign. Drawing inspiration from the medieval tradition of knighthood at 21, the airline launched the “Knights of the Skies” tournament, a live-action role-play (LARP) event offering participants a chance to win a share of $50,000 in flight vouchers.
Solution
W Sports & Media played a pivotal role in orchestrating the collaboration between Jetstar, creative agency Thinkerbell, and Australian radio host Liam Stapleton for the "Knights of the Skies" campaign. Liam’s engaging personality and comedic flair made him an ideal host for the event. Embracing the role of a "LARP wizard," Liam brought energy and authenticity to the campaign, enhancing its appeal to a broad audience.
The campaign invited Australians to submit photos of themselves in homemade medieval costumes, emphasizing creativity and DIY spirit. Eight finalists were selected to participate in the live event held in Melbourne, where they joined forces with seasoned LARP fighters from Swordcraft, Australia’s largest LARPing organisation.
Outcome
The “Knights of the Skies” event garnered significant media attention and public engagement. Participants and spectators alike praised the immersive experience, with many highlighting Stapleton’s entertaining performance as a standout element.
The campaign not only celebrated Jetstar’s milestone but also introduced a wider audience to the LARPing community, fostering interest and participation in the activity.
W Sports & Media connects leading brands with Australia’s most engaging personalities and athletes. To discuss how we can bring your campaign to life, contact us at admin@wsportsandmedia.com.au.