Flight Centre

Rooster PR challenged us to create a high-impact campaign to promote holidays for Flight Centre in the incredibly-hard-to-sell pre-Christmas period.

According to Flight Centre, parents say children’s needs take such a priority that their biggest worry when they go on holiday is keeping the kids entertained.

With parents finding decision-making more difficult and revolving so many choices around their kids on a daily basis, how do we bring the fun and spontaneity back to planning and booking a holiday?

We put kids very literally in charge of this campaign and hired child actors to go undercover and attempt to book a holiday with unsuspecting Flight Centre travel agents.

Using state of the art undercover cameras and operators we achieved a fully incognito shoot that captured the candid and shocked reactions of the agents. We created a charming campaign hero film and multiple social cutdowns.

The campaign sees Flight Centre consultants create tailor-made family holidays based entirely on children’s ideas and imaginations, so that hard-working parents can put their feet up safe in the knowledge that their holiday is being built with the family’s best interests at heart.

We reached 85.3 million people with hero pieces in The Mirror Online, Lonely Planet Online, i, Yahoo! and Travel Weekly.

The campaign drove a 20-25% increase in family holiday bookings in December, January and beyond and was awarded third place for ‘PR Tactical’ at the Travel Marketing Awards 2020.