Melbourne announces ‘now is the time’ campaign as Jetstar sees 120,000+ bookings in 24 hours
A coalition of aviation industry partners has joined forces to spark holiday dreams on the eve of summer.
Now is the time is a domestic consumer campaign created by Melbourne Airport, in partnership with Qantas, Jetstar, Virgin Australia, and oOh!media, and marks the first time a major Australian airport has launched a national campaign of this kind.
Comprising simple pastel tones and evocative imagery representing destinations from around the country, the campaign will run across premium on-and-off airport outdoor assets and will be supported by reciprocal airport partners.
Melbourne: Australians desperately need the reset that comes with a holiday
Shane O’Hare, Melbourne Airport’s Chief of Aviation, said the creative development of the campaign reflected a resetting of both traveller mindset and the airport environment – where the campaign will first appear.
“The campaign’s agility enables multiple partnerships with our airline customers, airports, and tourism partners to support the recovery process and reassure passenger confidence in air travel.
“Many Australians have done it really tough: way back to late 2019 with the bushfires of last summer, and then COVID, there’s been this constant, cumulative pressure on our ability to daydream about our next trip, our next holiday.
“We surveyed more than 10,000 travellers across the country this year and it has been really clear that while millions of Australians desperately need the ‘reset’ that comes with a holiday, the environment we’ve all been living in has made it really difficult for people to admit that they need one. But the impact of COVID on the nation’s tourism and hospitality sectors, in particular, has been incredibly crippling.
“As we’ve started to see the Victorian second wave of COVID ease, and more borders opening up internally, we wanted to create a sense of calm around the idea that it’s not only ok to feel like you need a holiday – it’s also OK to go ahead and plan one.
“We have an amazing country with lots to explore and wanted to bring that to life with our domestic airline partners and out-of-home partner through the campaign,” said Mr O’Hare.
Significant pent-up demand as Jetstar sells 120,000+ tickets in 24 hours
Jetstar Group Chief Customer and Commercial Officer, Alan McIntyre, said there was significant pent-up travel demand and the new campaign will help encourage people from around Australia to visit the State once again.
“This week we sold more than 120,000 fares in 24 hours in one of the biggest sales of the year.”
“The three most popular routes were all out of Melbourne highlighting the demand for travel to and from the city.
“We’re excited about reconnecting family and friends and helping Australians come together during the holiday season.”