Escape the Same Holiday Routine in Flight Canada’s New Campaign

Flight Centre Canada has launched an exciting new brand campaign to encourage travellers to escape the monotony of routine travel. The integrated marketing campaign, “Be Unbordered” is a first for the company in Canada and will serve to build consumer awareness about Flight Centre’s specialty in working with clients to create unique travel experiences.

“We’ve found that the mentality of travelers is changing -- people are seeking more unique and authentic experiences instead of the traditional bucket list but are reluctant to trust booking to anyone but themselves,” says VP of Leisure, Gavin Miller. “We understand that holidays are the most important weeks of the year and our Flighties bring vast personal experience which is sorely lacking in a market dominated by algorithms and self-serve booking.”

The “Be Unbordered” campaign was developed after working with Cossette, to articulate the unique culture that binds Flight Centre – the spirit of adventure and personal travel experience they want to share with customers.

Flight Centre’s conversation-starting commercial is directed by Oscar-winner Joachim Back and will be featured on TV and cinema screens, compelling viewers to consider something ‘Unbordered’ for their next getaway. Canadians will also notice many playful out-of-home advertisements such as street car wraps in Toronto, and key billboard placements in Toronto, Vancouver and Calgary.

“Many people now travel to get the iconic Instagram-worthy shot, resulting in over-tourism but they are really hungry for new experiences,” says Peter Ignazi, global chief creative officer at Cossette. “This film illustrates that and the integrated campaign reintroduces Flight Centre’s expertise in helping travelers get outside their comfort zone.”