In its first long-term brand campaign in several years, Flight Centre’s “Trusted by Travelers” is backed by a fully integrated plan covering TV, digital media, social media, retailers, print media, radio and OOH.

“We’ve increased investment across every channel and are reintroducing linear TV into our mix, not just connected TV,” Susana Gomes, marketing director for Flight Centre Canada, tells Media in Canada. “With a strong creative platform and a clear message, we’re rolling it out in a more unified, seamless way for our audience. We’ve also extended OOH coverage beyond our core markets in Ontario and British Columbia to strengthen visibility nationwide.”

Media buying was managed internally for digital channels and through Zenith Media for traditional channels. The PR strategy was managed internally, while media placement was handled by Bubblegum Canada. Creative was done in-house.

Gomes notes that the brand is returning to national linear TV for the first time since before the pandemic to re-establish overall brand recognition, while also investing more dollars in OOH to target commuters outside major urban centers. It’s also maintaining a strong digital presence on platforms that have previously proven successful for the brand.

“The goal is a better balance between reach and precision targeting,” she says, adding that increasing investment across all channels was critical because, in a market saturated with DIY travel options and AI, the brand can highlight its service that allows travelers to work with a real travel expert who organizes their trip.

“It’s about confidence and peace of mind,” she says.

The campaign will run until 2026, with regular creative upgrades of new destinations and fresh customer stories included throughout.

According to Gomes, in order to support the “Why Flight Centre” brand platform and reinforce its position as a trusted travel brand, the team decided to move their focus away from talking about themselves and toward amplifying what their customers say about the company.

The global campaign features a pair of Canadian grandparents, Yvonne and Richard (pictured), who have been loyal customers for several years.

“Rather than leaning on AI or influencers, we chose to feature real customers who book with us,” she says. “We created genuine travel experiences for them, not staged moments, and took a risk by selecting travelers from around the world with no auditions. It was a leap of faith that paid off.”

Flight Centre’s goal remains to attract travelers who value experience, comfort and tailored experiences, as well as those who want to make the most of their time and money.

The brand will be tracking brand awareness, consideration and purchase intent over the coming quarters, along with channel-specific performance metrics.