Sydney independent agency Apparent has launched its first work, All heart, no hassle, for Flight Centre Travel Group‘s flagship SME B2B brand, Corporate Traveller.
Following a competitive pitch, the integrated campaign rolls out this week across digital, social, and out of home.
Grace Royall, creative director at Apparent, said the campaign “cheekily demonstrates that whilst the brand may have ‘Corporate’ in its name, Corporate Traveller is anything but; their passion is truly human-centric – helping people, in small to medium businesses, get more value from their travel programs.
“The Corporate Traveller team really embraced doing something a little bit different, bringing a fresh tone to the business travel category.”
Kim Robertson, head of marketing for Corporate Traveller, said she “really wanted to shake things up”.
“It was clear to us that Apparent had deep expertise in B2B and really understood our complex audience segmentation and associated business challenges.
“They worked closely with us to push our brand in all the right ways to showcase what makes Corporate Traveller so different from our competitors, in terms of the value and service we provide our customers.”
Phil Smith, CEO at Apparent said that travel “is a category we’ve got a lot of experience in and we’re looking forward to helping them grow their business and client base.”
While Rebecca Bragg, acquisition campaign manager at Corporate Traveller, expressed that “as a platform, this absolutely has legs to go beyond the initial campaign period, which is great from an ROI perspective.”
Last month, Flight Centre Travel Group engaged VML to establish the brand identity of its new unified global B2B brand, Envoyage, slated for rollout throughout 2024 and into 2025.