Melbourne Airport, airlines and Ooh Media partner for new travel campaign

Melbourne Airport is calling on travellers to return to the air as COVID restrictions continue to ease in Victoria, in a national campaign with Australian airlines and Ooh Media.

The ‘Now is the time’ campaign has launched in partnership with Qantas, Jetstar and Virgin Australia, and is the first time a major Australian airport has launched a campaign of this kind.

The campaign aims to spark holiday dreams on the eve of summer, and is full of evocative imagery representing destinations from around the country.

The ‘Now is the Time’ concept and campaign creative came from Melbourne Airport’s creative agency of record, Cassette.

Now is the Time – Melbourne Airport twins site

Melbourne Airport chief of aviation, Shane O’Hare said the creative development of the campaign comes at a time when the traveller mindset is resetting, with a goal of reassuring passenger confidence.

“Many Australians have done it really tough – way back to late 2019 with the bushfires of last summer, and then COVID, there’s been this constant, cumulative pressure on our ability to daydream about our next trip, our next holiday,” he said.

“We surveyed more than 10,000 travellers across the country this year and it’s been really clear that while millions of Australians desperately need the ‘reset’ that comes with a holiday, the environment we’ve all been living in has made it really difficult for people to admit that they need one.

“As we’ve started to see the Victorian second wave of COVID ease, and more borders opening up internally, we wanted to create a sense of calm around the idea that it’s not only ok to feel like you need a holiday – it’s also ok to go ahead and plan one.

Jetstar group chief customer and commercial officer Alan McIntyre said the pent up travel demand could be seen in the 120,000 flights sold this week in a 24 hour period.

“The three most popular routes were all out of Melbourne highlighting the demand for travel to and from the city. We’re excited about reconnecting family and friends and helping Australians come together during the holiday season.”

Ooh national commercial director – fly, Elise Taylor, said the agency is proud to be collaborating on the campaign.

“We’re excited about reconnecting family and friends and helping Australians come together during the holiday season.”

The campaign will first appear in the airport environment, before rolling out across premium on-and-off airport outdoor assets, with support by reciprocal airport partners.

It will run for 10 weeks and will feature domestic destinations including: Sydney, Byron Bay, Newcastle, Canberra and Tasmania across Ooh Media sites.

Its launch also coincides with the reopening of the world’s second-busiest flight route; Melbourne to Sydney.


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