AUCKLAND, Today: Webjet has launched Go Somewhere – a bold new creative platform and campaign marking the biggest refresh in its 27-year history. The rebrand signals a new era focused on joy, simplicity, and inspiring travel everywhere.
Created with The Hallway, the campaign repositions Webjet as the first choice for Aussies and Kiwis booking travel. It follows Webjet Group’s 2024 demerger and a deep review involving over 3,500 travellers.
That research found Webjet’s strong reputation for trust and awareness but highlighted big opportunities to modernise and expand beyond flights into a full travel companion experience.
The transformation spans everything, strategy, website design, creative platform, and visual identity – all designed to move Webjet from a flight-centric site to a travel brand that connects emotionally with explorers.
At the heart of it all is Go Somewhere, a campaign that strips travel back to its most exciting truth: the thrill of going anywhere. Playful, confident, and refreshingly simple, it puts spontaneity front and centre.
Through witty stop-motion films directed by Spencer Susser, the campaign brings suitcases to life as they finally “Go Somewhere,” sharing secrets and nudging travellers to break their everyday routine.
“We’ve had fantastic collaboration with Webjet from the outset, aligning on our ambition for the brand, discussing how bold we want to be, and how far we want to push category conventions.” – Dan Saunders, Executive Creative Director
Dan Saunders, Executive Creative Director, The Hallway said, “This brand platform and campaign is way more than the sum of its parts.
“We’ve had fantastic collaboration with Webjet from the outset, aligning on our ambition for the brand, discussing how bold we want to be, and how far we want to push category conventions.
“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.”
The campaign runs across TV, CTV, cinema, social, Out of Home, and audio, backed by a boosted media investment and a new marketing mix model designed to grow awareness and conversion.
The Hallway leads the media strategy, with Nunn Media handling implementation. Together, they’ve built a system designed for long-term impact and a seamless blend of storytelling and data.
Webjet’s iconic plane logo has also had a glow-up – reimagined to honour its heritage while stepping into a modern era. The refreshed design and new wordmark reflect the balance between legacy and progress.
“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.” – Oonagh Flanagan, Chief Marketing Officer, Webjet Group
The new website is faster, smarter, and built to make travel planning feel effortless. With expanded options for hotels, tours, and packages, it brings everything together under one digital roof.
Oonagh Flanagan, Chief Marketing Officer, Webjet Group said, “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.
“The new strategy, creative and visual identity are modern, inspiring and distinctly Webjet, backed by an overhauled media mix to drive real value and impact as we look to double our total transactional value. With the support of our expanded agency partners, we’re ready to become Australia and New Zealand’s first choice for travel.”
Jules Hall, CEO, The Hallway added, “Webjet is part of the cultural fabric of Aussie & Kiwi travel. To have the opportunity to design their brand for the next chapter is a real privilege.
“We’ve been working hand in glove with the Webjet team, first to create the new brand positioning and brand identity, then to build the media investment model and creative platform to bring it to life. ‘Go Somewhere’ is the call to arms for Aussies and Kiwis to book their next trip at Webjet.”
“Webjet is part of the cultural fabric of Aussie & Kiwi travel. To have the opportunity to design their brand for the next chapter is a real privilege.” – Jules Hall, CEO, The Hallway
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
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