IMA Home reveals its brand work for Bonza: ‘Here for Allstralia’
IMA HOME has revealed its brand work for Bonza, titled ‘Here for Allstralia’.
The announcement:
Following its recent appointment by Bonza, IMA HOME revealed the low-cost carrier’s brand as ‘Here for Allstralia’. The tagline will feature in upcoming advertising campaigns, its digital presence and social media all of which are in production ahead of flights going on sale in early 2022.
‘Here for Allstralia’ has developed into the brand’s guiding principle since IMA HOME’s pitch just a few months ago. It’s aimed at reinforcing Bonza’s focus on creating new markets for regional destinations and allowing travellers to explore their own backyard with low-cost fares.
“It was very clear to us from the start that Bonza lives and breathes a passion for regional Australia and leisure travel. ‘Here for Allstralia’ encapsulates this and allows us to have some fun as we introduce the brand’s personality to Aussie consumers in the coming weeks and months,” says Patrick Tully, Managing Director Apac of the IMA HOME Group.
In tandem with developing the brand’s guiding principle, thousands of potential future customers signed up to learn more about Bonza and many completed an online survey to nominate their preferred Bonza destinations. That’s in addition to over 3,600 Aussies who registered their interest in jobs.
Today, Bonza also revealed where Aussie travellers say they’d like the low-cost carrier to fly to and from. The destinations requested are spread far and wide across the country from Hobart to Broome, and Busselton to Cairns. They also include, but are not limited to Albury, Tamworth, the Whitsunday Coast, Uluru, Bundaberg, Newcastle, Hervey Bay, Townsville, Cairns, Gold Coast, Sunshine Coast, Orange, Ballina Byron, Port Macquarie, Toowoomba, Coffs Harbour, Mackay, Rockhampton, Gladstone, Darwin, Launceston, Karratha, Alice Springs, Mildura, Broken Hill, Exmouth, Devonport, Mount Isa and Hamilton Island.
“The initial response from potential customers has been nothing short of Bonza!,” says CEO Tim Jordan.
“We’ve had requests for flights to all corners of the country proving that Aussies are keen to explore their own backyard. Our focus is firmly on providing leisure travellers more low-cost options for discovering new and especially regional destinations. That’s why Bonza is here for ‘Allstralia’, says Jordan.
The survey asked travellers how they feel about Bonza’s arrival into Australian skies next year and the most common response was ‘excited’ along with ‘about time’, ‘awesome’ as well a few ‘beauty mate’ and ‘you rippa’ responses.
Expressions of interest from Australian airports closed on Monday 15 November and Bonza is currently in negotiations to firm up its launch route map. In parallel with airport discussions, Bonza’s leadership team continues to have conversations with State and Territory Governments to confirm the airline’s head office location which Jordan has confirmed will be in a regional centre. This announcement is said to be ‘coming soon’ and will lead to further job creation in regional Australia.
Source: HM Consulting media release
