In an unusual move for an airline, Jetstar is encouraging Singaporean families to clip their wings and stay home to celebrate Lunar New Year festivities with their loved ones.

From now till 22 January 2017, Jetstar Asia will be waiving all change fees and fare difference to move flight departures on 27 and 28 January (Eve and first day of Lunar New Year).

Reason? Jetstar’s logic is that it is because you can travel any time, you should stay home for reunion this Lunar New Year.

This was borne out of a social experiment conducted by Jetstar to find out if young travellers would give up free flights over Lunar New Year, after hearing how important the festive season is to their family:

“As an airline, we carry our customers to their dream destinations all year long. However, this is the time we should stay home as family comes first. We hope our customers will treasure their reunion at home with their loved ones this coming Lunar New Year, because you can always travel after that,” said Chantal van Wijnbergen, Jetstar Regional Marketing Manager, Southeast Asia.

What do you think?

Any thoughts about the campaign? Opportunistic or heartwarming?