A coalition of aviation industry partners has joined forces to spark holiday dreams on the eve of summer.Now is the time is a domestic consumer campaign created by Melbourne Airport, in partnership with Qantas, Jetstar, Virgin Australia and oOh!media, and marks the first time a major Australian airport has launched a national campaign of this kind.
Comprising simple pastel tones and evocative imagery representing destinations from around the country, the campaign will run across premium on-and-off airport outdoor assets and will be supported by reciprocal airport partners.
Melbourne Airport Chief of Aviation, Shane O’Hare said the creative development of the campaign reflected a resetting of both traveller mindset and the airport environment – where the campaign will first appear.
“The campaign’s agility enables multi partnerships with our airline customers, airports and tourism partners to support the recovery process and reassure passenger confidence in air travel.
“Many Australians have done it really tough – way back to late 2019 with the bushfires of last summer, and then COVID, there’s been this constant, cumulative pressure on our ability to daydream about our next trip, our next holiday.
“We surveyed more than 10,000 travellers across the country this year and it’s been really clear that while millions of Australians desperately need the ‘reset’ that comes with a holiday, the environment we’ve all been living in has made it really difficult for people to admit that they need one. But the impact of COVID on the nation’s tourism and hospitality sectors in particular, has been incredibly crippling.
“As we’ve started to see the Victorian second wave of COVID ease, and more borders opening up internally, we wanted to create a sense of calm around the idea that it’s not only ok to feel like you need a holiday – it’s also ok to go ahead and plan one.
“We have an amazing country with lots to explore and wanted to bring that to life with our domestic airline partners and out-of-home partner through the campaign,” said Mr O’Hare.
Jetstar Group Chief Customer and Commercial Officer Alan McIntyre said there was significant pent up travel demand and the new campaign will help encourage people from around Australia to visit the State once again.
“This week we sold more than 120,000 fares in 24 hours in one of the biggest sales of the year.
“The three most popular routes were all out of Melbourne highlighting the demand for travel to and from the city.
“We’re excited about reconnecting family and friends and helping Australians come together during the holiday season.”
oOh!media’s National Commercial Director – Fly, Elise Taylor, said it was great to support Now is the time as confidence levels rose and people looked to fly again.
“oOh! is a proud partner of Melbourne Airport and we are delighted to be collaborating on this campaign. We look forward to welcoming travellers back to the vibrant streets of Melbourne’s CBD via a data-backed campaign across our Road, Street and Rail networks, and all terminals at Melbourne Airport, as people embark on a well-deserved summer break.”
Now is the time will launch on Monday coinciding with the world’s second-busiest route, Melbourne to Sydney, recommencing and the reopening of the New South Wales and Victorian border.
The campaign will run for 10 weeks and will feature domestic destinations including: Sydney, Byron Bay, Newcastle, Canberra and Tasmania across oOh!media sites, launching in Victoria before rolling out to further assets nationwide.
Agency credits:
Cassette – Jess White – Director, Mick Whelan – Creative Director, Troy Slade – Design Director
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