‘Grandkids moved to Canada?’: Flight Centre pokes fun at royal scandal with cheeky print ads
Flight Centre has taken a tongue-in-cheek approach to the latest royal scandal, with ads printed alongside royal coverage in News Corp’s Daily Telegraph and Herald Sun papers and Seven West Media’s masthead The West Australian.
Referencing the Duke and Duchess of Sussex’s announcement that they will be stepping back as senior members of the royal family and splitting their time between the UK and North America, the Flight Centre ads cheekily ask ‘Grandkids moved to Canada?’ accompanied by an image of a corgi.
The Flight Centre ad as it appears in the Daily Telegraph
The ads were quickly turned around after Flight Centre briefed the creative team at Publicis Worldwide Brisbane. The ads leveraged Flight Centre’s relationship with News Corp and Seven West Media, through its media agency IKON, with the creative dispatched on the same day it was revealed to the company.
Dwayne Birtles, head of marketing communications at Flight Centre, told Mumbrella that the ads reflect the way the brand positions itself in the market as ‘fun and savvy’.
“A core focus for us in 2020 is bringing more lightheartedness and savviness to the way we position ourselves in the market. This is a little taste test for what’s to come this year,” Birtles said.
“Speed to market is something we’re extremely proud of at Flight Centre.
“With the structure we have in place in the marketing communications department, we were able to bring to life the creative concept from Publicis and dispatch to Masthead titles nationally, across News Corp and The West Australian in under 5 hours. This ensured the cheeky creative was paired with content related to Meghan and Harry within the next day.”
Credits
Flight Centre
Dwayne Birtles – head of marketing communications
Dani Luck – campaigns and advertising manager
Luke Wheatley – creative and content manager
Kristin Bonner – creative director
Publicis Worldwide – Brisbane
Ryan Petie – executive creative director
Lee Griffin – creative director
Jana Tann – account director
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