Webjet is inviting Aussies and Kiwis to Go Somewhere. The Hallway has transformed Webjet to support sharing the brand’s aim to become the first choice for Aussies and Kiwis to book travel. That transformation includes the brand’s look and feel as well as a campaign that flips the focus back to the pure excitement of 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.
The Hallmark’s work encompassed brand and marketing strategy, visual identity, website design, a new creative platform and brand campaign, and expanded product verticals.
Go Somewhere leads with a series of witty, stop-motion films directed by Spencer Susser in which the suitcase takes centre stage. 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, commented, “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.”
The full campaign covers TV, CTV, cinema, online video, social, OOH, audio and owned channels – planned by The Hallway to work together in bringing the brand’s new positioning to life in a distinctive, consistent, and memorable way.
The Hallway has also reimaginedWebjet’s plane logo to honour its heritage while symbolising a new chapter for the brand and revitalised its website design, incorporating advanced technology and the expansion of its hotel, packages, tours and business travel offerings.
Oonagh Flanagan, Webjet Group’s chief marketing officer, commented, “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.”
Credits:
Creative: The Hallway
Media & Measurement Strategy: The Hallway
Media Implementation: Nunn Media
Production Company: Collider
Director: Spencer Susser
Managing Director: Rachael Ford-Davies
Executive Producer: Tom Slater
Producer: Annie Schutt
DOP: Shelley Farthing-Dawe
Stop Motion DOP: Simon Higgins
Animators: Norman Yeend, Jonathan Chong, Clem Stamation, Susie Shapones
Production Designer: Mike Price
Miniature Sets: Warren Barnard
Editor: Tim Eddy
Post Production: Stage 23
Audio Production: Mosaic
Music & Sound Composer: Adam Moses
Sound Engineer: Michael Thomas
Executive Producer: Bill Doig
