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Rex has launched a new ad campaign to take on the two big domestic airlines.
The “An Airfare to Remember” campaign, which is looking to build awareness of Rex’s domestic jet operations, is being rolled out by Rex in conjunction with agency T&Pm Australia, and uses humour and double entendres to get its message across.
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Social media ads as part of the campaign are encouraging passengers to “get back with your Rex”, “go all the way with your Rex” and “give your Rex a second look”, with one video reel saying that “your Rex comes with baggage” to highlight the airline’s baggage inclusions.
T&Pm Australia’s general manager Britt Lippett said the campaign plays to Rex’s brand strengths.
“Rex is a brand perfectly suited to wit and satire because it is the quintessential underdog – a scrapper from the bush who moved into big jets and brought competition,” Lippett said.
“Until Rex came along, fares between Melbourne and Perth for example, hadn’t shifted in 10 years and there was little incentive for the major airlines to change, or to improve services.
“But building up a brand when the big two hold a 95 per cent market share – dwarfing the banks and supermarkets – requires a powerful tool, and we think humour is the best one.”
According to Lippett, brands have shied away from humour in the past decade, being “less willing to take a comedic risk for fear of a pile-on” despite studies showing humour improves brand connection.
“Thankfully, post pandemic, we are seeing a resurgence of humour with the Cannes Lions Awards introducing a humour category this year, recognising its importance and impact,” she said.
“To its credit, Rex has got on board with us – embracing a little mischief to try and encourage disaffected travellers to dump the bigger airlines that took all of us for granted for so long.
“You can have as many doe-eyed choristers singing on the Brooklyn Bridge as you like, but if you cannot get on a flight, get a refund, use your COVID credits or find your bag, it’s a mismatch.”
Rex chairman John Sharp said T&Pm has “done a terrific job” with the campaign and hopes it will help build the airline’s brand despite the “inordinate share of the market” held by Qantas and Virgin.
“The cleverness and simplicity of the campaign has been applauded by advertising media, and we hope Australian travellers will embrace its message and playfulness too,” he said.
“Rex has always said there is competition out there, people just need to support it – and we hope the campaign will be a reminder and give folks a laugh at the same time.”
The campaign is slated to run for more than a month.
