Apparent’s first integrated brand campaign for Corporate Traveller, the flagship SME B2B brand of Flight Centre Travel Group, goes live this week.
The campaign features a number of scenarios with playful headlines such as ‘We’re friends with (travel booking) benefits’ and ‘Corporate by name, not by nature’ which gives the campaign a cheekiness and levity that’s hard not to raise a smile (or eyebrow) to.
Corporate Traveller head of marketing Kim Robertson said she wanted to shake things up and it was clear to the booking service company that Apparent had deep experience in B2B and understood its complex audience segmentation and associated business challenges.
"They worked closely with us to push our brand in all the right ways to showcase what makes Corporate Traveller so different from our competitors, in terms of the value and service we provide our customers. We’re delighted with the new campaign and eager to see the campaign results," she said.
Apparent CEO Phil Smith said the agency is delighted to welcome Corporate Traveller and partner with them to reaffirm the brand’s human-centric approach to B2B marketing and business travel.
"This is a category we’ve got a lot of experience in and we’re looking forward to helping them grow their business and client base," he said.
The integrated campaign launches across digital, social and out of home.
Apparent creative director Grace Royall said the ‘All heart, no hassle’ campaign cheekily demonstrates that while the brand may have ‘Corporate’ in its name, Corporate Traveller is anything but.
"Their passion is truly human-centric – helping people, in small to medium businesses, get more value from their travel programs. The Corporate Traveller team really embraced doing something a little bit different, bringing a fresh tone to the business travel category,” Royall said.
Corporate Traveller acquisition campaign manager Rebecca Bragg said the team is excited to see this campaign in full flight across Australia, New Zealand and South Africa.
"It’s been fantastic working with the Apparent team who have been stellar partners throughout the process. As a platform this absolutely has legs to go beyond the initial campaign period, which is great from an ROI perspective. We can’t wait to see where we can take it next."
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