Cementing Webjet as Australia’s leading and most trusted travel agent
The Challenge
Building on an award-winning partnership, our challenge was to continue to elevate and protect the reputation of an iconic 26-year-old Australian business, as it set out on ambitious growth targets against a crowded competitor set vying for attention and wallet-share.
Our Solution
We developed and delivered an always-on corpsumer storytelling strategy to shift Webjet’s reputation from ‘another’ travel brand to one of Australia’s most trusted industry leaders with media and consumers alike.
From tracking post-COVID booking behaviours, to verifying TikTok’s Greek holiday mania, confirming the White Lotus effect and nimble newjacking of Swifanomics, we used real-time data, insights and an informed POV to not only insert Webjet into media conversations, but spark them.
At the same time, we protected and elevated Webjet’s corporate reputation and supporting ambitious business targets by setting the narrative across financial results, cultivating sustainability credentials and establishing the CEO as a leading voice in travel.
Results
400+
hero editorial features in 12 month period
5.9M
annual earned reach
88%
top tier placement, driving reputation at scale
77%
owned data inclusion, driving visibility and leadership
Awards
Golden Target Award 2022
Media Relations Campaign - Shortlisted
History Will Be Kind - Proudly part of the Deepend Group
