Manila, Philippines — Philippine Airlines has appointed positive change agency Think HQ as its Australian agency partner following a competitive pitch.
Under the partnership, Think HQ will lead a dual-focused marketing campaign aimed at positioning the Philippines as a key destination for Australian travellers while strengthening the airline’s connection with Filipino-Australian communities. The fully integrated advertising and public relations campaign will include paid, earned, and influencer-led initiatives across Australian markets.
The campaign will also highlight the Philippines’ cultural and natural attractions, from beaches and adventure to nightlife, while promoting direct flights from Sydney, Melbourne, Brisbane, and Perth, as well as connections to more than 30 domestic destinations. The initiative comes as Australian travellers increasingly look to affordable, culturally rich destinations closer to home.
Think HQ founder and managing director Jen Sharpe said, “At Think HQ, our deep connections with multicultural communities, paired with our in-house language services and creative capability, make us uniquely positioned to support brands in the tourism sector. We’re thrilled to be working with Philippine Airlines to help share the richness and warmth of the Philippines with more Australians.”
Think HQ will also support the airline’s new campaign launch through PR efforts and by adapting global assets for the local market, with media buying being managed by Benedictus.
On the other hand, Philippine Airlines vice president of marketing Alvin Miranda said, “This regionally-focused, community-led approach marks a fresh direction for our marketing strategy. By tapping into local insights and building authentic connections with key audiences, we’re already seeing the value of this partnership with Think HQ.”
“We’re excited to launch this campaign in such an important and growing market. With over 360,000 Australians forecast to travel to the Philippines by 2026, this is the perfect time to reintroduce travellers to the heart and soul of our nation,” added Alvin.
The paid media rollout will also include radio and out-of-home placements, such as billboards and street furniture, across major cities serviced by the airline. The earned media component will target lifestyle, travel, and multicultural outlets, as well as include influencer collaborations on Instagram, TikTok, and YouTube, broadcast and print engagement, community partnerships, media familiarisation tours, and the creation of destination-focused visual and written content.
Think HQ’s remit also includes strengthening brand loyalty among Filipino-Australians by using cultural insights to tailor messaging for different audience segments, including communications centred on homecoming and reconnection for the Filipino diaspora.
