Flight Centre’s Corporate Traveller launches first campaign with Apparent

Flight Centre Travel Group’s flagship B2B brand, Corporate Traveller, has launched a new campaign via newly appointed full-service agency, Apparent.

In the agency’s first work for the brand, ‘All Heart, No Hassle’ hopes to take the corporate out of Corporate Traveller.  A series of scenarios feature playful headlines including ‘We’re friends with (travel booking benefits’ and ‘Corporate by name, not by nature’.

Apparent’s CEO, Phil Smith, said: “The agency is delighted to welcome Corporate Traveller and partner with them to reaffirm the brand’s human-centric approach to B2B marketing and business travel.

“This is a category we’ve got a lot of experience in and we’re looking forward to helping them grow their business and client base.”

The campaign humorously demonstrates that Corporate Traveller is anything but corporate – “their passion is truly human centric – helping people, in small to medium businesses, get more value from their travel programs,” creative director at Apparent, Grace Royall, explained.

“I really wanted to shake things up and it was clear to us that Apparent had deep expertise in B2B and really understood our complex audience segmentation and associated business challenges. They worked closely with us to push our brand in all the right ways to showcase what makes Corporate Traveller so different from our competitors, in terms of the value and service we provide our customers,” said Kim Robertson, head of marketing at Corporate Traveller.

“We’re delighted with the new campaign and eager to see the campaign results.”

Rebecca Bragg, acquisition campaign manager at Corporate Traveller, added: “We’re super excited to see this campaign in full flight across Australia, New Zealand and South Africa. It’s been fantastic working with the Apparent team who have been stellar partners throughout the process.

“As a platform this absolutely has legs to go beyond the initial campaign period, which is great from an ROI perspective. We can’t wait to see where we can take it next.”

The campaign is launching across digital, social and OOH.


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