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.