It's not often you get to say ‘I got to launch an airline’. Even more so ‘and they put my strapline on the aircraft’. This was Bonza. Launched in Australia. To take on the big guns, but with a difference. Most commercial flights cover the main airports. Bonza covered all the little ones in between too. So rather than Aussies having to schlep 8 hours in the car to visit Aunt Mary, they could now fly. They were literally opening up all of Australia and making it cheap. Hence the strapline ‘Here for Allstralia’. 

 

Apart from the brand logo, we did it all. From designing the livery, the crew uniform, social, OOH and everything in between (will never forget being in a hotel room at 11.30pm arguing over the intricacies of a winglet. Bloody love a winglet). Oh and we even ran a comp to name the planes in the most Aussie way possible. Of course, when you call yourself Bonza, you lean into it – don’t take yourself too seriously and just make flying fun again. Aussies loved it. The campaign launch reached 92% of Australia, was the 2nd most downloaded app and saw a 407% increase in social followers upon launch.

 

An ace client who embraced the creative team doing what they do best. They also came up with the best client quote ever: ‘Sometimes I don’t think we launched an airline, I think we’ve launched a budgie smuggler brand that’s got its own fleet of aircraft’