Created in partnership with creative, media and measurement agency, The Hallway, Webjet has unveiled the most significant brand transformation in its 27-year history, sharing its renewed purpose to make travel planning easier and bring more joy to every journey, alongside a bold vision to become the first choice for Aussies and Kiwis to book travel.
Following Webjet Group’s demerger from Webjet Limited in September 2024, the business undertook an extensive strategic review, engaging more than 3,500 customers and non-customers to deeply understand traveller needs. The findings confirmed Webjet’s high brand awareness and trust among Aussies and Kiwis, while revealing strong opportunities to modernise the brand, become more top-of-mind, enhance its offering beyond flights, and build deeper connections with travellers.
Spanning brand and marketing strategy, visual identity, website design, a new creative platform and brand campaign, and expanded product verticals – the major brand transformation aims to shift Webjet’s perception from a flight-centric OTA to a trusted, go-to local travel companion.
Go Somewhere – A Legacy-Building Brand Platform & Campaign
At the heart of the transformation is Webjet’s new ‘Go Somewhere’ brand platform. Playful, bold and joyfully simple on the surface, it’s anchored by sophisticated creative craft and strategic insight – repositioning Webjet with a fresh confidence and contemporary edge. It flips the focus back to the pure excitement of travel, reminding Aussies and Kiwis that sometimes all you need is the desire to just ‘Go Somewhere’.
Brought to life through a cross-channel creative campaign, it puts a timeless travel companion centre stage – your suitcase. In a series of witty, stop-motion films directed by award-winning filmmaker Spencer Susser, suitcases spill their owners’ secrets as they finally ‘Go Somewhere’, breaking the monotony of everyday routines with a wink and a nudge to book the next trip.
Dan Saunders, Executive Creative Director, The Hallway comments: “This brand platform and campaign is way more than the sum of its parts. We’ve had fantastic collaboration with Webjet from the outset, aligning on our ambition for the brand, discussing how bold we want to be, and how far we want to push category conventions. Travel marketing is awash with the same old tropes and imagery. To stand out, we knew we needed something brave. Bringing under-utilised suitcases to life seemed a fun way to do this, and a step outside of the norm.”
With The Hallway leading the launch media strategy, and Nunn media partnering on media implementation, the campaign extends beyond film rolling out a broad suite of creative assets across a diverse media mix of TV, CTV, cinema, online video, social, Out of Home, audio and owned channels – all designed to work together in bringing the brand’s new positioning to life in a distinctive, consistent, and memorable way. The refreshed marketing mix, backed by a significant increase in media investment, prioritises brand awareness and consideration, and was informed by sophisticated analysis, identifying the channels and messages that maximise revenue for Webjet. It is further strengthened with an advanced new marketing mix model (MMM).
Designed as a long-term brand platform, Go Somewhere will anchor Webjet’s marketing beyond this launch campaign, shaping how the brand shows up and connects with travellers through the next phase of its journey.
Refreshing An Iconic Visual Identity
Webjet’s iconic plane logo has been reimagined – modernised to honour its heritage while symbolising a bold new chapter for the brand. Paired with a clean, confident new wordmark, the refreshed identity strikes a balance between familiarity and progress, carrying forward Webjet’s legacy while stepping into a new era of growth.
A revitalised website design, powered by advanced technology, and the expansion of its hotel, packages, tours and business travel offerings also bring the new identity to life with a more seamless user experience, delivering on Webjet’s promise of effortless, empowering and rewarding travel planning – enabling customers to manage all their travel in one place.
Oonagh Flanagan, Webjet Group’s Chief Marketing Officer comments: “Travel planning should feel rewarding and spark joy at every step. With this refresh we wanted to bottle the travel buzz – that energy, emotion and pure joy you feel when the suitcase comes out and adventure calls. The new strategy, creative and visual identity are modern, inspiring and distinctly Webjet, backed by an overhauled media mix to drive real value and impact as we look to double our total transactional value. With the support of our expanded agency partners, we’re ready to become Australia and New Zealand’s first choice for travel.”
Jules Hall, CEO, The Hallway adds: “Webjet is part of the cultural fabric of Aussie & Kiwi travel. To have the opportunity to design their brand for the next chapter is a real privilege. We’ve been working hand in glove with the Webjet team, first to create the new brand positioning and brand identity, then to build the media investment model and creative platform to bring it to life. ‘Go Somewhere’ is the call to arms for Aussies and Kiwis to book their next trip at Webjet.”
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