A new brand identity.
Webjet is doing a full refresh of its brand identity, positioning and product suite in a campaign via The Hallway.
“This brand platform and campaign is way more than the sum of its parts,” said The Hallway executive creative director Dan Saunders.
“We’ve had fantastic collaboration with Webjet from the outset, aligning on our ambition for the brand, discussing how bold we want to be, and how far we want to push category conventions.
“Travel marketing is awash with the same old tropes and imagery. To stand out, we knew we needed something brave. Bringing under-utilised suitcases to life seemed a fun way to do this, and a step outside of the norm.”
Following Webjet Group’s demerger from Webjet Limited in September 2024, the business undertook an extensive strategic review, engaging more than 3,500 customers and non-customers to deeply understand traveller needs.
Nunn media partnered on media implementation.
“Travel planning should feel rewarding and spark joy at every step. With this refresh we wanted to bottle the travel buzz – that energy, emotion and pure joy you feel when the suitcase comes out and adventure calls,” said Webjet Group’s chief marketing officer Oonagh Flanagan.
“The new strategy, creative and visual identity are modern, inspiring and distinctly Webjet, backed by an overhauled media mix to drive real value and impact as we look to double our total transactional value.
“With the support of our expanded agency partners, we’re ready to become Australia and New Zealand’s first choice for travel.”
The campaign film is rolling out across TV, CTV, cinema, online video, social, Out of Home, audio and owned channels.
It is strengthened with the new marketing mix model (MMM).
"Webjet is part of the cultural fabric of Aussie & Kiwi travel. To have the opportunity to design their brand for the next chapter is a real privilege,” said The Hallway CEO Jules Hall.
“We've been working hand in glove with the Webjet team, first to create the new brand positioning and brand identity, then to build the media investment model and creative platform to bring it to life.
“‘Go Somewhere’ is the call to arms for Aussies and Kiwis to book their next trip at Webjet.”
Launch Campaign Credits:
Creative: The Hallway
Media & Measurement Strategy: The Hallway
Media Implementation: Nunn Media
Production Company: Collider
Director: Spencer Susser
Managing Director: Rachael Ford-Davies
Executive Producer: Tom Slater
Producer: Annie Schutt
DOP: Shelley Farthing-Dawe
Stop Motion DOP: Simon Higgins
Animators: Norman Yeend, Jonathan Chong, Clem Stamation, Susie Shapones
Production Designer: Mike Price
Miniature Sets: Warren Barnard
Editor: Tim Eddy
Post Production: Stage 23
Audio Production: Mosaic Music & Sound
Composer: Adam Moses
Sound Engineer: Michael Thomas
EP: Bill Doig
Voiceover Casting: Stevie @ McGregor Casting
