BCM unites ad industry to reignite Travel Associates brand

Paige Murphy
By Paige Murphy | 30 June 2020

Independent media and creative agency, BCM has created an Australia-wide campaign for Flight Centre Group's premium travel brand, Travel Associates.

The agency has partnered with some of Australia’s top photographers and outdoor media partners to inspire Australians to make new travel plans in anticipation of COVID-19 restrictions lifting across the country.

With the whole travel industry feeling the devasting effects of the global pandemic, the agency created the campaign to raise the profile of its client, Travel Associates in a period where they have been unable to invest in the brand and drive business.

“When we work with our clients, we are in it for the long haul. Through the good and the bad," BCM partner and managing director Phil McDonald says.

"We knew that our media smarts and creativity could help our client start to recover from the devasting effects of this pandemic and the restrictions placed on them.

“Our idea was based on the fact that many beautiful travel destinations are lying almost empty, waiting for people to return. So to get Australia dreaming about where they could escape to, we partnered with leading Australian photographers and directors, to utilise their unused destination shots and footage from their library.

"Work that would otherwise go unused during this climate. We also had an incredible response from the outdoor networks and print publications to get this gallery style campaign out into the world."

McDonald thanked Israel Rivera, Tristan Houghton, Alex Buckingham and Emma Russell for their work in the campaign.

“A loss in travel bookings, means a loss in travel shoots and work for us, so to help support the industry that supports my work, I was happy to dig into my library," Buckingham says.

Travel Associates general manager brand and marketing Anna Burgdorf says the team loved the concept from BCM.

"The Australian tourism industry is on its knees, and this campaign gave us a way to support domestic travel by showcasing our extraordinary landscape and all it offers, through the lens of several great creative photographers," Burgdorf says.

"We wanted to access a-typical travel and landscape photography that really makes the viewer look twice, because the real beauty of Australia is often overlooked in favour of international destinations but right now we have our own country exclusively to ourselves and that is indeed a rare opportunity.”

The campaign utilizes outdoor, high-end print titles and social media to inspire high end travelers to be ready to reward themselves with a luxury experience on the other side of the lockdown and restrictions and it launches this week.

“Travel Associates clients are experience seekers and BCM’s concept will appeal to their true sense of adventure,” Burgdorf says.

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