Go Somewhere
Webjet
Branding
Design
Advertising
Social Media
Digital platforms
Webjet has been one of Australia’s most recognisable travel brands for over two decades, but its biggest challenge had quietly crept in: People were travelling more than ever, yet the brand’s relevance had faded. Consumers increasingly saw Webjet as a transactional utility rather than a gateway to possibility. The Hallway was engaged to reignite the brand’s meaning and reposition Webjet not just as a booking engine, but as the starting point for every great trip. And to build a data-driven growth model that could inform the media investment.
Re-inventing an icon
The rebrand began with a complete identity overhaul. We refreshed the logo, introduced a bold travel-inspired colour system, modernised the typography, and built an image library rooted in real human experience rather than stock-standard travel clichés. The new identity was crafted to feel premium, high-energy and unmistakably Webjet.
Media &
Measurement
We analysed Webjet’s historical media and sales data, identifying that brand media drove 2X growth compared to performance media. Armed with this insight, the brand and performance mix was flipped in favour of brand building activities from 30/70 to 70/30. Off the back, a data-driven media strategy was set - where highly attentive, storytelling channels were prioritised to address and start to close this gap of relevance for Webjet in the lives of Aussies and Kiwis.
In parallel we created a rigorous measurement and reporting framework so that Webjet can monitor the commercial impact of its media investment in real-time. For the CMO, Oonagh Flanagan, this meant that she could put the plan of what we were doing in advertising and communications into the language that the Board speaks - laddering up to Webjet's publicly stated goal of doubling EBITDA in the 5 years.
The Go Somewhere launch campaign brought the platform to life across TV, outdoor, digital, social and owned channels. We built a storytelling universe centred on the emotional spark that precedes every trip — the moment when a destination doesn’t just appear on a screen, but in your imagination. Creative executions focused on that first step: the decision to go.
The Campaign
Somewhere Romantic
Somewhere Cinematic
Somewhere Snowy
Somewhere for the Family
OOH
Each OOH placement featured a lone suitcase set against a different destination backdrop, turning the humble piece of luggage into a bold visual cue for possibility, and a reminder that every great trip starts the moment you decide to go somewhere.
