+ Strategy
+ Creative
+ Digital
After over a year spent ‘grounded’, and in the face of an uncertain future for international travel, the tail end of 2020 saw Melbourne Airport keen to encourage locals to take to the air again as COVID-19 restrictions eased around Australia.
When it came time to prompt action, we were tasked with developing the strategy and creative behind the campaign that would get people boarding domestic flights again and rediscovering their love of travel.
+ Strategy
+ Creative
+ Digital
Australians have always been passionate travellers. To give you an indication, 5.12 million passengers boarded domestic flights in May 2019. In May 2020, there were only 319,000.
Supporting both the aviation and retail sides of the business, we developed a creative platform that would support high levels of co-branding, while still delivering the core message clearly to our audience.
The final product was a campaign that aimed to spark holiday dreams on the eve of summer, using evocative imagery from destinations around the country to inspire wanderlust nationwide.
Our job was to reignite a love of travel. We did this by creating a strong call-to-action that reminded Australians of their renewed freedoms with the campaign line ‘Now is the time’.
The ‘Now is the time’ campaign launched in partnership with Melbourne Airport’s three major airlines – Qantas, Jetstar and Virgin Australia – and was the first time a major Australian airport has launched a campaign of this kind.
The ‘Now is the time’ campaign launched in partnership with Melbourne Airport’s three major airlines – Qantas, Jetstar and Virgin Australia – and was the first time a major Australian airport has launched a campaign of this kind.
First appearing in the airport itself, the campaign was then rolled out across premium on-and-off airport outdoor assets, supported by reciprocal airport partners.
Over the ten weeks the campaign was live, it put a suite of beloved destinations under the spotlight, while successfully filling seats on flights all over the country.
