Flight Centre tests longer format social media to attract new viewers

February 16, 2023 8:58

Targeting children and their parents via Alphabet’s YouTube has resulted in Flight Centre seeing an 88% increase in their channel’s total subscribers.

‘Kids Talk’ is the brand’s first concentrated step into the channel with multiple travel-targeted series scheduled for 2023 based on the initial success of kids sharing their views on travel, culture and holidays.

The series is part of wider brand strategy for Flight Centre focused on the world’s second biggest search engine and entertainment platform. The investment follows the amalgamation of the brand’s five ‘regional’ YouTube channels (Australia, New Zealand, South Africa, the UK and Canada) into the single global channel in mid-2022.

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Olivia Kruimel

Olivia Kruimel was the managing editor at Mumbrella. She has more than 15 years of experience in journalism, communications and marketing. Her journalism career began at Fairfax Media (now part of Nine) and includes various B2B publications such as B&T, Travel Today and ALB. As a marketer Olivia has worked for Standard Chartered and various global law firms.