Webjet had drifted from emotional relevance into functional utility -  competing on price in performance media channels. As global brands commoditised online travel booking, the category had become addicted to the ‘last-click-race’.

By analysing historical spend, we found brand channels were contributing 2X growth compared to performance media. This insight gave us confidence to do a 180 on our investment - shifting from ~70% performance to ~65% brand.

We accelerated the new brand platform ‘Go Somewhere’ through media. By treating our ads as adventures in their own right, we cut through to our audience -  increasing brand salience and attracting new customers.