Think HQ lands Philippine Airlines brief to reconnect Australia with Filipino warmth

Philippine Airlines has named Think HQ as its agency partner in Australia, following a competitive pitch that saw the Melbourne-based agency edge out rivals with its multicultural credentials and creative approach.

The appointment marks the airline’s renewed marketing push in Australia, as it looks to strengthen ties with Filipino-Australian communities while positioning the Philippines as a must-visit destination for local travellers.

Under the remit, Think HQ will lead an integrated brand and PR campaign spanning paid, earned and influencer activity. The agency will adapt global assets for the Australian market and drive publicity for the airline’s upcoming brand campaign. Media buying duties sit with Benedictus.

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The rollout will blend travel storytelling with community connection - including influencer partnerships across Instagram, TikTok and YouTube, targeted coverage in lifestyle and multicultural titles, and cross-promotional tie-ups with travel platforms and cultural events. Media familiarisation tours are also on the cards to showcase the destination’s diversity and hospitality.

“At Think HQ, our deep connections with multicultural communities, paired with our in-house language services and creative capability, make us uniquely positioned to support brands in the tourism sector. We’re thrilled to be working with Philippine Airlines to help share the richness and warmth of the Philippines with more Australians,” said Jen Sharpe, founder and managing director of Think HQ.

“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,” Sharpe added.

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