BCM Group launches digital-first campaign for Travel Associates

Travel Associates, the leisure division of the Flight Centre Travel Group, has launched a new brand positioning via independent, creative and media agency BCM Group.

The campaign will be deployed by the agency across social media, performance digital, premium on-line video and direct channels, commencing next month.

Anna Burgdorf, general manager brand and marketing – premium leisure, said: “Our new brand campaign is designed to increase awareness of our boutique travel advisory business in key markets like Australia and New Zealand as the industry emerges from the pandemic.

"International travel is now more complex than ever, and our advisors have the experience and connections to design unique experiences for travellers, with a concierge-style service offering.”

Phil McDonald, partner and managing director at BCM Group said: “It’s an absolute privilege to bring this campaign to life for Travel Associates. They are the specialists in finding the world’s most precious destinations for their clients and this work tells that story perfectly.

"The digital-first campaign will precisely target premium travellers, presenting a new and unique proposition for Travel Associates. We look forward to our partnership with the Travel Associates team as the world of premium travel takes off again."

Earlier this year, McDonald spoke with Mediaweek about the agency’s continued growth, overcoming the pandemic and BCM’s outlook for the year ahead.

McDonald shared that BCM has an exciting year ahead with business picking up in the Sydney market.

“We’ve got a small office in Sydney; what’s happening now is we realise that to service some of those Sydney based clients, we will have to have more of a foothold in the Sydney market, which is great. So that’ll be our focus this year, to continue to move down into the Sydney market. That’s a priority for us,” he said.

McDonald also noted that growing their earned media and PR business and integrating that into our media business is another priority for the agency in the year ahead.

“Clients are just finding that if the brand’s earning its own media, then it’s a fantastic opportunity for them to use that first and then look to invest media behind that momentum that media can create.

“The idea of PR and media working closely together is a huge opportunity for us, which we’re focusing on going forward this year,” he added.