Philippine Airlines has appointed Think HQ as its agency partner in Australia following a competitive pitch. Think HQ will lead a dual-purpose campaign aimed at promoting the Philippines as a travel destination for Australians while also reconnecting Filipino-Australians with the national carrier. The integrated campaign will include paid and earned media, public relations, and influencer marketing.
The campaign invites audiences to explore Philippine Airlines’ broader international network, which includes routes to North America and Asia, in addition to destinations within the Philippines.
Think HQ will position the Philippines as a premier travel destination known for culture, beaches, adventure, and nightlife. The campaign will highlight direct flights from Sydney, Melbourne, Brisbane, and Perth, along with connections to more than 30 locations across the Philippines.
The agency said the opportunity to convert new audiences coincides with growing cultural momentum and travel buzz around the Philippines, and comes as Australian travelers shift their attention from long-haul trips to more affordable, culturally rich destinations closer to home.
“We’re thrilled to be working with Philippine Airlines to help share the richness and warmth of the Philippines with more Australians,” said 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 also support the launch of the airline’s new campaign through PR and by adapting global assets for the local market, with the media buy through Benedictus.
Philippine Airlines Vice President of Marketing Alvin Miranda added, “This regionally-focused, community-led approach marks a fresh direction for our marketing strategy. By tapping into local insights and building authentic connections with key audiences, we’re already seeing the value of this partnership 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 channels span radio, and OOH, including billboards and street furniture in key capital city markets serviced by Philippine Airlines.
The fully integrated earned media campaign will target lifestyle, travel and multicultural press, influencer partnerships across Instagram, TikTok and YouTube, broadcast and print media engagement and cross-promotional opportunities with travel platforms and community events, media familiarisation tours and creation of visual and copy assets showcasing the destination.
