Philippine Airlines appoints Think HQ as Australian agency partner
Think HQ has been appointed by Philippine Airlines as its Australian agency partner.
The announcement:
Positive change agency Think HQ has been chosen by Philippine Airlines as its Australian agency partner, following a competitive pitch.
As part of the remit, Think HQ will deliver a dual-focused campaign positioning the Philippines as a must-visit destination for Australian travellers and reconnecting Filipino-Australians with Philippine Airlines in the crowded travel landscape. The fully integrated advertising and PR campaign will span paid, earned media and influencer activity for Philippine Airlines. The campaign also invites audiences to explore Philippine Airlines’ broader international flight network to North America and Asia.
Think HQ will introduce the Philippines as a top-tier holiday destination for culture, beaches, adventure and nightlife, with direct flights available from Sydney, Melbourne, Brisbane and Perth as well as connections to over 30 destinations within the Philippines. The opportunity to convert new audiences coincides with growing cultural momentum and travel buzz around the Philippines and comes as Australian travellers shift their attention from long-haul travel to more affordable, culturally rich destinations closer to home.
The agency will also build on existing strong brand familiarity to help the national carrier reconnect with Filipino-Australian audiences and strengthen brand loyalty at a time of increasing airline options for travellers to Southeast Asia.
Drawing on Think HQ’s significant expertise engaging multicultural communities, the campaign will leverage cultural insights to segment and localise messaging.
Filipino-Australians will be offered messaging that speaks to homecoming and connection, in one of the first campaigns in Australia to celebrate the Filipino diaspora.
Think HQ founder and managing director Jen Sharpe said, “At Think HQ, our deep connections with multicultural communities, paired with our in-house language services and creative capability, make us uniquely positioned to support brands in the tourism sector. We’re thrilled to be working with Philippine Airlines to help share the richness and warmth of the Philippines with more Australians. It’s a truly beautiful part of the world, and we hope this campaign inspires many to experience the magic of Filipino hospitality first-hand.”
Think HQ will also support the launch of the airline’s new campaign through PR and by adapting global assets for the local market, with the media buy through Benedictus.
Philippine Airlines vice president of marketing Alvin Miranda said, “This regionally focused, community-led approach marks a fresh direction for our marketing strategy. By tapping into local insights and building authentic connections with key audiences, we’re already seeing the value of this partnership with Think HQ.
“We’re excited to launch this campaign in such an important and growing market. With over 360,000 Australians forecast to travel to the Philippines by 2026*, this is the perfect time to reintroduce travellers to the heart and soul of our nation.”
Paid media channels span radio and OOH, including billboards and street furniture in key capital city markets serviced by Philippine Airlines.
The fully integrated earned media campaign will target lifestyle, travel and multicultural press, influencer partnerships across Instagram, TikTok and YouTube, broadcast and print media engagement and cross-promotional opportunities with travel platforms and community events, media familiarisation tours and creation of visual and copy assets showcasing the destination.
(*Source: ABS and Philippine Department of Tourism forecasts)
Source: Extollo
