Webjet has launched its biggest brand transformation in 27 years with the ‘Go Somewhere’ campaign, created by The Hallway. Following its 2024 demerger, the rebrand aims to modernise Webjet’s image, expand offerings beyond flights, and build stronger traveller connections through a bold, multi-channel creative strategy across Australia and New Zealand.
Webjet has embarked on a bold new journey, unveiling its most significant brand transformation in 27 years with the launch of its creative platform and campaign, ‘Go Somewhere.’ Developed in collaboration with creative, media, and measurement agency The Hallway, the rebrand signifies a decisive shift in Webjet’s identity, positioning, and product strategy, aiming to make it the first choice for travellers across Australia and New Zealand.
The announcement marks a milestone moment following Webjet Group’s demerger from Webjet Limited in September 2024. The redefined direction is built upon an extensive strategic review that engaged over 3,500 customers and non-customers to uncover evolving travel needs. The results underscored Webjet’s strong brand trust and awareness among Australians and Kiwis, while also identifying vast opportunities to modernise its image, expand its offerings beyond flights, and foster deeper emotional connections with travellers.
“This brand platform and campaign is way more than the sum of its parts,” said Dan Saunders, Executive Creative Director at The Hallway. “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.”
Saunders emphasised that the team’s creative direction intentionally steered away from conventional travel marketing. “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,” he added.
The ‘Go Somewhere’ campaign is not just about promoting destinations—it’s about reigniting the joy and spontaneity of travel. The Hallway has led the media strategy for the launch, with Nunn Media partnering on the implementation front. The campaign spans a wide media mix, including television, connected TV (CTV), cinema, online video, social platforms, out-of-home displays, audio, and owned digital channels. Each element is designed to interlock seamlessly, creating a cohesive and memorable brand experience.
Through its new platform, Webjet seeks to redefine how travellers perceive digital travel booking. The rebrand reflects the company’s ambition to move beyond being a flight-booking site to becoming a comprehensive travel companion. The fresh creative direction infuses energy and modernity into the Webjet experience, capturing the spirit of curiosity and discovery that underpins travel itself.
The ‘Go Somewhere’ campaign represents more than a marketing effort—it’s a long-term vision that will serve as a cornerstone for Webjet’s future communications. Positioned as an enduring brand platform, it will guide how Webjet connects with audiences and expresses its purpose in the years ahead.
With this transformation, Webjet signals that it is ready to evolve alongside travellers in an ever-changing digital landscape—encouraging everyone, quite simply, to “go somewhere.”
