Webjet is officially going somewhere new.
The travel brand has unveiled a complete transformation, including a new creative platform and campaign titled Go Somewhere, developed with creative, media and measurement agency The Hallway.
The shift marks the biggest brand overhaul in Webjet’s 27-year history and follows its demerger from Webjet Limited in 2024. The business used the opportunity to dig deep, conducting an extensive review of 3,500 customers and non-customers.
The findings pointed to one thing: while Webjet has high awareness and trust, there’s room to modernise, move beyond flights, and become a true travel companion.
A suitcase with stories to tell
At the heart of the refresh is Go Somewhere, a brand platform designed to reignite the joy of travel. The campaign takes a witty, character-led approach, with suitcases breaking out of everyday monotony and spilling their secrets in a series of stop-motion films directed by Spencer Susser.
“This brand platform and campaign is way more than the sum of its parts,” said Dan Saunders, Executive Creative Director at The Hallway.
“Travel marketing is awash with the same old tropes and imagery. To stand out, we knew we needed something brave. Bringing under-utilised suitcases to life seemed a fun way to do this, and a step outside of the norm.”
Backed by a significant increase in media investment, Go Somewhere is rolling out across TV, cinema, CTV, online video, social, audio, and OOH.
The Hallway led the strategy, with Nunn Media on implementation, and the mix was guided by a sophisticated new marketing mix model built to maximise impact and brand consideration.
A modern identity for modern travellers
Webjet’s refreshed identity marks a confident new chapter for the brand. Its iconic plane logo has been reimagined, honouring its heritage while signalling progress, and paired with a sleek new wordmark and website design.
The upgrade extends to an expanded product offering across hotels, packages, tours and business travel, creating a more seamless one-stop travel experience for Australians and New Zealanders.
Chief marketing officer Oonagh Flanagan said the goal was to capture the emotion behind every journey: “Travel planning should feel rewarding and spark joy at every step. With this refresh we wanted to bottle the travel buzz – that energy, emotion and pure joy you feel when the suitcase comes out and adventure calls.”
Echoing that sentiment, The Hallway CEO Jules Hall said Go Somewhere encapsulates Webjet’s next era. “Webjet is part of the cultural fabric of Aussie and Kiwi travel,” he said. “This new platform is a call to arms for travellers across the region to book their next trip with Webjet.”
Credits
Creative: The Hallway
Media & Measurement Strategy: The Hallway
Media Implementation: Nunn Media
Production Company: Collider
Director: Spencer Susser
Managing Director: Rachael Ford-Davies
Executive Producer: Tom Slater
Producer: Annie Schutt
DOP: Shelley Farthing-Dawe
Stop Motion DOP: Simon Higgins
Animators: Norman Yeend, Jonathan Chong, Clem Stamation, Susie Shapones
Production Designer: Mike Price
Miniature Sets: Warren Barnard
Editor: Tim Eddy
Post Production: Stage 23
Audio Production: Mosaic Music & Sound
Composer: Adam Moses
Sound Engineer: Michael Thomas
EP: Bill Doig
Voiceover Casting: Stevie @ McGregor Casting