Chief Executive Officer of Jetstar Alan Joyce (L) laughs as actress and comedian Magda Szubanski, posing as "Julie the Jetstar Lady", hugs him during the launch of the discount airline, Qantas Airways Ltd's new low-cost domestic venture, in Melbourne May 25, 2004. Jetstar is the most serious challenge yet to Richard Branson's discount airline Virgin Blue, with passengers snapping up bargain tickets for as low as A$29 (US$20) on Jetstar flights along busy eastern seaboard routes, but analysts caution the carrier still has to tread carefully to avoid cannibalising Qantas' mainline market or embarking on an unsustainable price war. REUTERS/David Gray DG/FA