Client
Flight Centre
Services
Flipsters
Bryce Schneider
Head of Strategy
Doug Wilson
Motion Designer
John La Motta
Creative Director
There’s nowhere we haven’t been
We were invited to help Flight Centre launch a new post-COVID global brand campaign, and it’s a creative collaboration that really took off.
Working with Flight Centre’s in-house team, we were asked to deliver on a simple yet powerful proposition: “There’s nowhere we haven’t been”
The challenge
With COVID putting all travel plans to a standstill for the foreseeable future, Flight Centre aimed to keep spirits running high by launching their new tagline, ‘Experience our Experience’, with a spicy and brand challenging campaign.
This campaign was in response to the unique challenge of having their main point of offering – international flights – unavailable, while national flights were at the mercy of fluctuating corona cases and shutting borders.
The background
To keep Flight Centre at the forefront of Australian’s minds until travel commences again, Flight Centre decided to create a campaign that was fun and frivolous and with a focus on the strong internal culture of the Flight Centre team. The campaign aimed to highlight the wonderful travel experiences their staff had cultivated over the years while bringing a more human side to the common trials and tribulations of travelling.
Essentially, there’s nowhere the Flight Centre staff haven’t been and no experience they haven’t experienced – a point of difference that makes Flight Centre uniquely positioned to offer advice, guidance and humorous travel tidbits.
The brief
The internal deck we received provided an overview of the brand positioning and plans for shopping centre advertising, TV, paid social and outdoor messaging, leaving us to tackle the final ingredient that tied it all together – a homepage takeover and a dedicated, immersive microsite.
With just four weeks to deliver, our team worked to deliver a creative solution that not only complemented existing marketing strategies but took them to new heights.
Design, Development and Strategy
With a homepage takeover, our designers created an unobtrusive banner to feature at the bottom of the home page that would send the user to a microsite when clicked. Designed to catch a visitor’s attention but not obscure any important information, the banner could be minimised so a viewer could continue to scroll uninterrupted.
Rather than have the microsite exit completely, it could be minimised to a closed state, which saw a small bubble with a diver at the corner of the webpage.
The treasure hunt begins: The finished product
Keeping the fun and frivolous feeling in mind, we aimed to send the viewer on an adventure and encourage them to explore the microsite with a child-like curiosity. We wanted to cultivate a playful environment that was filled with hidden surprises, such as deals, travelling tips, songs, videos and recommendations.
Breaking the webpage down into pillars, including an African safari, a trip to Vegas and a deep dive underwater, we took the viewer on a journey around the world, inviting them to explore various countries from the comfort of their own home.
The centre of it all
The central campaign persona, ‘Tom’, is a real pilot who’s worked with Flight Centre for 19 years, is used alongside other personas from existing marketing campaigns, bringing a sense of familiarity and friendliness to the totally new brand direction.
