CorporateTraveller AU/NZ came to Friske needing a brand campaign to match their freshly inked rebrand. The obvious move? Bang out a few scripts and see what sticks. The right move? Not that.

Working with his fave B&T “Best of the Best Strategist”, Craig Page, they realised that while Corporate Traveller was well known, it wasn’t known for anything in particular. Instead, it was seen as another logo in a crowded B2B travel lineup featuring airport lounges and guys in ties. Corporate Traveller needed cut through with relevance.

First, Craig and Friske developed a new brand ethos that seamlessly dovetailed with their existing look. One anchored in instantly recognisable genres and character archetypes to grab their audience’s attention, but with fun a twist. One that clearly defines Corporate Traveller’s core promise: making business travel easy as.

From this foundation came a campaign spanning OOH, digital and TV, putting that promise front and centre. And as Friske was there from the beginning, there was no “broken telephone”, no critical insights lost in conversation. Instead, we were able to go deeper, quicker.
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