FLIGHT CENTRE

trusted by
travellers.

Flight Centre's greatest competitive advantage isn't its flights, holidays or deals. It's the trust earned through 27,000+ positive reviews and decades of helping Australians create some of life's most memorable moments.

This campaign put real customers at the heart of the brand story. Built on authenticity, genuine emotion and lived travel experiences, it transformed trust from a brand claim into something audiences could see, feel and believe.

  • Flight Centre faced a significant brand challenge. Despite being one of Australia's most recognised travel brands, key brand metrics were moving in the wrong direction. Awareness had declined , consideration had fallen and market share had softened, signalling that the brand was becoming less top of mind and less likely to be chosen by travellers.

    The challenge was to uncover a competitive advantage that competitors couldn't easily replicate. One that was emotionally resonant for consumers, strategically defensible for the business and capable of driving both brand and commercial outcomes.

  • We looked for a truth competitors couldn't easily claim. Analysis of more than 27,000 customer reviews revealed that Flight Centre's greatest advantage wasn't its products or prices, but the trust earned through decades of helping Australians travel.

    Review after review celebrated consultants going above and beyond, proving that the brand's strongest asset was its people. This insight led to Trusted by Travellers, a campaign that turned real customer advocacy into the creative idea, putting genuine travellers and their stories at the heart of the brand to transform trust from a claim into proof.

  • The results proved that trust wasn't just a brand asset, it was a commercial advantage:

    • Stronger booking intent than previous campaigns, with 53% booking intent among exposed audiences within the first three months.

    • Booking intent continued to build throughout the campaign, peaking at 62% in December.

    • YouGov tracking recorded an +8 percentage point uplift in "Brand I Trust" sentiment among viewers.

    • Flight Centre maintained its position as a Top 5 travel brand for awareness nationally.

    • Flight Centre was the only travel agency to grow both national awareness and online flight booking awareness during the reporting period.

    • By Q3 FY26, Flight Centre led online flight booking visibility nationally at 63%, ahead of Booking.com (60%) and Expedia (44%).

    • The media strategy exceeded planned reach targets across every major market.

  • Photography: Chippa

    DOP: Digby Hogan

    Post Production: The Empire Post 

    Sound: Rosco Audio 

    Colourist: Nicholas Andrew 

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