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Philippine Airlines has announced positive change agency Think HQ as its Australian agency partner to drive demand for the Philippines as a key destination for Australian travellers and strengthen the airline’s connection with Filipino-Australian communities.
Under the partnership, Think HQ will lead the dual-focused, fully integrated advertising and public relations campaign utilising paid, earned, and influencer-led initiatives across the Australian market.
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The campaign is envisioned to champion cultural and natural attractions of the Philippines, such as beaches, adventures and nightlife. The campaign will also promote direct flights from Sydney, Melbourne, Brisbane, and Perth, alongside more than 30 domestic destinations.
“At Think HQ, our deep connections with multicultural communities, paired with our in-house language services and creative capability, make us uniquely positioned to support brands in the tourism sector,” according to Think HQ founder and managing director Jen Sharpe.
“We’re thrilled to be working with Philippine Airlines to help share the richness and warmth of the Philippines with more Australians.”
The campaign is expected to meet demand from Australian customers looking for affordable and culturally rich travel destinations. Advertising will also target Filipino-Australian communities with communications focused on returning home and reconnecting. Benedictus will manage the media buying section of the campaign.
“This regionally-focused, community-led approach marks a fresh direction for our marketing strategy. By tapping into local insights and building authentic connections with key audiences, we’re already seeing the value of this partnership with Think HQ,” according to Philippine Airlines vice president of marketing, Alvin Miranda.
“We’re excited to launch this campaign in such an important and growing market. With over 360,000 Australians forecast to travel to the Philippines by 2026, this is the perfect time to reintroduce travellers to the heart and soul of our nation.”
It’s understood that a paid media campaign will include radio, billboards and street furniture advertising across major cities serviced by Philippine Airlines. Other advertising will include through lifestyle, travel, and multicultural media as well as influencer collaborations on major social media platforms such as Instagram, TikTok and YouTube.
