Flight Centre has launched a new look and a global brand campaign that poses a tongue-in-cheek challenge to Australian 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 proves that Flight Centre’s network of travel experts have really been everywhere and have the knowledge to help its customers get there too.
The campaign hero is a 30-second TVC 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, who with 19 years at Flight Centre, embodies this experience, as well as the brand’s irreverent internal culture.
Tom trained as a commercial pilot and qualified just before the GFC hit, then reinventing himself at Flight Centre where he is also the General Manager of Flight Centre Travel Group’s Corporate Traveller brand. Like Tom, all of the new co-captains are real-life Flight Centre employees.
As part of the launch, the brand’s new positioning tagline has evolved from ‘Best in the air, and everywhere’, to the new ‘Experience our experience’.
Darren Wright, Global Head of Brand and Marketing 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 Flight Centre Australia says: “It also illustrates that we will meet our clients wherever they want to speak to us: in store, over the phone, online and across social media. Customers will always enjoy the expertise of our Flight Centre travel experts, wherever suits them best.”
Kelly adds: “Our new Captains represent the pride that Flight Centre has in the diversity of its people and the countries that Flight Centre operates in globally. They illustrate the brand promise to bring the joy back into travel.”
Flight Centre worked with Flip Creative to further immerse customers in the new Flight Centre look and feel with the creation of a dedicated microsite hub. 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 Flight Centre travel vouchers. In a first, this campaign sees Flight Centre launch its worldwide TikTok account this week featuring Flight Centre employee created content.
The Flight Centre brand has over 1,800 people in Australia with more than 14,000 years’ experience.
The integrated brand campaign will launch on April 19 across Flight Centre owned assets, social media and interactive microsite with broadcast television, BVOD, OOH and digital running from April 25.
.jpg){kind=tracking}