Flight Centre Unveils New Captains In First-Ever Global Brand Campaign

Flight Centre Unveils New Captains In First-Ever Global Brand Campaign
B&T Magazine
By B&T Magazine
SHARE
THIS



Flight Centre has unveiled a new look and a global brand campaign that poses a tongue-in-cheek challenge to Aussie travellers.

The launch also marks the brand’s first global campaign across Australia, New Zealand, the UK, Canada and South Africa, highlighting Flight Centre’s collective travel expertise.

Created by Flight Centre Australia’s in-house creative team, ‘There’s Nowhere We Haven’t Been’ highlights the expert knowledge and experience that its network of travel agents possess.

The campaign features a 30-second TV commercial that also unveils a new captain, but not just the one.

Flight Centre’s main captain will appear alongside a whole crew of diverse co-captains, both male and female, who represent each country the brand operates in around the world, and the diverse backgrounds of its people.

Rather than employing an actor to fill the role, Flight Centre’s very own Tom Walley was chosen to be the main captain, who has 19 years’ experience at the company. All of the new co-captains are also real-life Flight Centre employees.

As part of the launch, the brand’s tagline has evolved from ‘Best in the air, and everywhere’, to the new ‘Experience our experience’.

Darren Wright, global head of brand and marketing at Flight Centre, said: “Under the new positioning line of ‘Experience our experience’, this showcases our employees’ thousands of years of experience and our collective travel brain, plus underlines that we are there for our customers and always will be.

“Now more than ever is the time to use the skill, expertise and trust of a travel agent/advisor, and our new campaign talks to that clearly.”

Kelly Spencer, general manager of Flight Centre in Australia, said the campaign also illustrates that the brand will meet clients “wherever they want to speak to us – in-store, over the phone, online and across social media”.

Spencer added that Flight Centre’s new captains represent the pride that the company has in the diversity of its people and the countries that it operates in globally.

“They illustrate the brand promise to bring the joy back into travel,” she said.

Flight Centre worked with Flip Creative to further immerse customers in the brand’s fresh look and feel with the creation of a dedicated microsite.

The site guides online travellers through a variety of travel scenarios, lets them find out ‘What type of captain’ they are, watch exclusive travel advice videos and engage with fun and educational travel facts.

The full-funnel campaign is further brought to life with a bespoke hashtag challenge, #BeentherewithFC, which encourages social media fans to share their previous Flight Centre holiday experiences for the chance to win one of three travel vouchers.

The campaign also sees Flight Centre launch its worldwide TikTok account this week featuring employee-created content.

The integrated brand campaign launched today across Flight Centre-owned assets, social media and the interactive microsite, with broadcast television, broadcast video on demand, out-of-home and digital advertising running from Sunday 25 April.

Please login with linkedin to comment

Advertising Campaign Brand Campaign captain co-captains Darren Wright Flight Centre Flight Centre Australia Flight Centre captain Kelly Spencer Marketing Campaign There’s Nowhere We Haven’t Been Tom Walley

Latest News

Vision6 Launches First-Ever National Brand Campaign “Simply Reliable”
  • Advertising
  • Campaigns

Vision6 Launches First-Ever National Brand Campaign “Simply Reliable”

Australian owned and operated email and SMS marketing software company, Vision6, announced the launch of its first-ever national brand campaign and new brand platform “Simply Reliable”. Founded in 2001, Vision6 was one of the first email marketing software providers in Australia and has since been relied upon by thousands of Aussie businesses and organisations for […]

JCDecaux New Zealand Grows Its Team To Lead Street Furniture Tender
  • Media

JCDecaux New Zealand Grows Its Team To Lead Street Furniture Tender

Out-of-Home media company JCDecaux New Zealand has appointed business growth specialist Adam McGregor in preparation for its bid to win upcoming local government street furniture tenders across the country. With contracts for the provision of street furniture including bus shelters across New Zealand up for renewal from late 2022, they collectively represent the biggest advertising […]

ABC iview Goes Virtual With Fetch TV
  • Media

ABC iview Goes Virtual With Fetch TV

Fetch TV has announced that ABC iview will soon be available as a dedicated Virtual Playlist Channel on the Fetch platform. Virtual Playlist Channels (VPCs) were developed by Fetch to promote content discovery, and to provide a clear bridge between the traditional world of linear TV and the growing availability of on demand content via […]

Jackie Gillies Joins The Acast Creator Network
  • Media

Jackie Gillies Joins The Acast Creator Network

Jackie Gillies, businesswoman, psychic medium and cast member of The Real Housewives of Melbourne is bringing her sassy, inspirational and adventurous spirit to her new podcast Shine It Up, With Jackie Gillies, which launches today via Acast. Hosted and distributed by the creator-first podcast company Acast, the show will offer listeners inspiration and motivation to […]

Hungry Vax, Jabstar, JAB Hi-Fi: Aussie Designers Give Iconic Logos A Pro-Vax Revamp
  • Media
  • Technology

Hungry Vax, Jabstar, JAB Hi-Fi: Aussie Designers Give Iconic Logos A Pro-Vax Revamp

Crowdsourcing platforms DesignCrowd and BrandCrowd are promoting vaccination efforts in a unique way, launching a logo redesign contest among their networks of designers. The initiative saw iconic Australian brands such as Hungry Jack’s, Jetstar, JB Hi-Fi, and Bunnings undergo a redesign.  “We thought it would be fun to see some other iconic Australian brands back […]

Harper’s Bazaar Australia Appoints Jillian Davison As Editor In Chief
  • Media

Harper’s Bazaar Australia Appoints Jillian Davison As Editor In Chief

Jillian Davison has been named editor-in-chief of the recently relaunched Harper’s BAZAAR Australia. She will oversee all content, development and creative direction across the iconic magazine’s digital and brand platforms. Davison (pictured) succeeds Eugenie Kelly, who recently stepped down to pursue other opportunities. The announcement was made by Maureen Jordan, publisher of Harper’s BAZAAR Australia […]

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own
  • Advertising
  • Campaigns

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own

Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]