Webjet sets course for new era with ‘Go Somewhere’ brand platform

Webjet has overhauled its brand identity and launched a new creative platform, ‘Go Somewhere,’ as the travel company enters a new growth phase across Australia and New Zealand.

Created with creative, media and measurement agency The Hallway, the overhaul spans brand strategy, visual identity, website design and media investment, shifting Webjet’s focus from flights to full-journey travel planning.

The rebrand follows Webjet Group’s 2024 demerger from Webjet Limited and an extensive review involving more than 3,500 customers. The study found strong brand awareness and trust but identified opportunities to modernise perception, broaden the offering beyond flights and deepen emotional connection with travellers.

At the centre of the refresh is the Go Somewhere platform, designed to celebrate the joy of travel. The campaign features a witty stop-motion series by director Spencer Susser, where long-ignored suitcases reveal secrets as they finally hit the road again - a playful metaphor for rediscovering adventure.

“Travel marketing is awash with the same old tropes and imagery,” The Hallway’s ECD Dan Saunders said. “To stand out, we needed something brave. Bringing under-utilised suitcases to life was a fun way to do that - and a step outside of the norm.”

Webjet Group CMO Oonagh Flanagan said the transformation captures the emotional spark behind travel while strengthening the business foundations.

“Travel planning should feel rewarding and spark joy at every step,” Flanagan said. “With this refresh we wanted to bottle that energy and emotion - the buzz you feel when the suitcase comes out and adventure calls.”

The campaign, backed by a significant media investment, will roll out across TV, cinema, CTV, social, OOH, audio and digital, supported by an advanced marketing-mix model. A refreshed visual identity, including an evolved plane logo and re-designed website, reflects the brand’s goal to double total transactional value and become the first choice for Australians and New Zealanders planning their next trip.