Following a competitive selection process, Philippine Airlines has chosen Think HQ as its agency partner for the Australian market. Think HQ will execute a campaign with two main objectives: showcasing the Philippines as an attractive destination for Australian travelers and re-engaging Filipino-Australians with their home country's flagship airline.
The comprehensive campaign strategy will encompass paid and earned media channels, public relations activities, and influencer partnerships.
The campaign encourages potential travelers to discover Philippine Airlines' extensive global network, featuring connections to North American and Asian destinations beyond the Philippines itself.
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Think HQ plans to establish the Philippines as a top-tier travel destination celebrated for its cultural richness, pristine beaches, exciting adventures, and vibrant nightlife. The marketing effort will emphasize direct flight options from Sydney, Melbourne, Brisbane, and Perth, as well as connecting services to over 30 Philippine destinations.
According to the agency, this opportunity to attract new customer segments aligns with increasing cultural interest and travel enthusiasm surrounding the Philippines. This development occurs as Australian tourists are redirecting their focus from expensive long-distance journeys toward more budget-friendly, culturally diverse destinations in their region.
“We’re thrilled to be working with Philippine Airlines to help share the richness and warmth of the Philippines with more Australians,” says Think HQ Founder and Managing Director Jen Sharpe.
“It’s a truly beautiful part of the world, and we hope this campaign inspires many to experience the magic of Filipino hospitality first-hand.”
Think HQ will additionally assist with the airline's upcoming campaign rollout through public relations efforts and by customizing international materials for regional use, while Benedictus handles the media purchasing.
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Philippine Airlines Marketing Vice President Alvin Miranda states, "This locally-oriented, community-driven strategy represents a new path for our marketing approach. Through leveraging regional knowledge and creating genuine relationships with important target groups, we're currently witnessing the benefits of our collaboration with Think HQ."
“We’re excited to launch this campaign in such an important and growing market. With over 360,000 Australians forecast to travel to the Philippines by 2026*, this is the perfect time to reintroduce travellers to the heart and soul of our nation.”
Paid media platforms include radio and out-of-home advertising, such as billboards and street fixtures in major metropolitan areas served by Philippine Airlines.
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The comprehensive earned media strategy will focus on lifestyle, travel, and multicultural publications, influencer collaborations on Instagram, TikTok, and YouTube, media outreach for broadcast and print outlets, joint promotional activities with travel websites and community gatherings, press familiarization trips, and development of visual and written content highlighting the destination.