Rex Airlines’ sky-high wit on full display in ‘An Airfare to Remember’ campaign, via T&Pm

WPP’s recently merged full-service agency, T&Pm, has collaborated with Rex Airlines on a new campaign that tips a hat to Hollywood’s Golden Age.

Playing off the 1957 film ‘An Affair to Remember’ starring cinema legends Deborah Kerr and Cary Grant, Rex’s ‘An Airfare to Remember’ campaign seeks to convince customers “to rethink their relationship with rival airlines”, with the ultimate goal of improving awareness of Rex’s brand and domestic travel network.

The campaign’s creative uses double-entendres and playfulness in its ‘Your Rex’ phrase to reflect the airline’s wit, allowing the materials to leverage humour – a tool described by T&Pm Australia’s general manager, Britt Lippett, as “powerful”.