Flight Centre partners with Tourism Australia for ‘Wake Up’ domestic travel push

Flight Centre has partnered with Tourism Australia for the first time in eight years to unleash a new campaign with a purely domestic focus.

Using its ‘Wake Up’ positioning, the campaign highlights the benefits of travelling around Australia, featuring footage of holiday experiences from all states and territories around the country.

Flight Centre ‘Wake Up’ Campaign

Across multiple eye-catching and tongue-in-cheek creative executions, the campaign calls on Aussies to ‘Wake Up Wandering’, ‘Wake Up With The Blues’, ‘Wake Up Dusty’, ‘Wake Up Salty’ and ‘Wake Up In A New State’.

Flight Centre and Tourism Australia are aiming to inspire people toward domestic travel as border restrictions begin to ease, and highlights Flight Centre as a one-stop-shop for domestic travel needs.

MD James Kavanagh said the campaign is also positioned to show off Flight Centre as an Aussie grown brand at its core.

“We want to remind the market that we are an Australian company through and through. More than just an Aussie brand, we are a group of passionate experts who are part of the Australian community,” he said.

The campaign shows off some of Flight Centre’s self-drive packages along Australia’s iconic coastal roads and wine country, outdoor and island getaways, walking tours and glamping trips, and vibrant city, events and food and wine experiences.

Wake Up goes to market utilizing Flight Centre’s network of owned assets and extensive customer database of travel intenders as well as paid traditional, digital, and social media.

The campaign also ties into Tourism Australia’s recently-launched ‘Holiday Here This Year’ campaign, announced earlier this week and fronted by Hamish Blake and Zoe Foster-Blake.


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