New low cost airline Bonza appoints IMA Home to its creative
Bonza, a new low-cost airline that is set to launch in 2022, has appointed IMA Home to its creative account following a competitive pitch.
IMA Home is an agency that was recently formed from the merger of UK-based IMA and UK-based Home, as well as Australian-based Fusion Learning. The Sydney office from the newly formed agency will be working on Bonza.
Bonza airlines
IMA Home Group managing director APAC Patrick Tully said: “Not only did we see an exciting commercial opportunity for Bonza in Australia but there is also a huge opportunity for Australian consumers to be connected with regional centres at affordable prices. We are working at pace, alongside Bonza, to deliver a brand proposition that speaks to all Australians particularly the growing number living in regional Australia.”
Bonza’s chief commercial officer Carly Povey added: “We welcome IMA Home to the Bonza team as we work together to launch an inclusive and fun brand that will play a huge role in tourism’s recovery post pandemic. Whilst we were impressed with IMA Home’s capability, ideas and experience we are equally excited about their shared passion for the brand and the mission we have to allow leisure travellers to see more of their own backyard for less.”
Further elements of the Bonza brand are expected to be revealed in the coming months.
Since the closure of Tigerair Australia by its parent company Virgin Australia in September 2020, Qantas’ Jetstar has been the only low-cost airline that to be operating in the Australian domestic market. There is also Rex Airlines, which is a regional airline but not a low-cost airline. Bonza is seeking to be Australia’s only independent low-cost airline.
Bonza declared its intentions to launch in October this year by its CEO Tim Jordan in October this year, and is backed by US investment firm 777 Partners.
At the time of the announcement, Jordan said: “Bonza will deliver enormous benefits to all Australians, but particularly to regional communities by providing new routes and greater travel opportunities. Bonza will also play a leading role in Australia’s post-pandemic economic recovery – creating jobs, stimulating travel and consumer spending and helping regional communities, those that rely on tourism, get back on their feet.”
