Think HQ has been appointed as the Australian agency partner for Philippine Airlines, engaged to deliver a dual-focused campaign positioning the Philippines as a must-visit destination for Australian travellers and reconnecting Filipino-Australians with the airline in the crowded travel landscape.

The fully-integrated advertising and PR campaign will span paid, earned media and influencer activity and introduce the Philippines as a top tier holiday destination for culture, beaches, adventure and nightlife, with direct flights available from Sydney, Melbourne, Brisbane and Peth as well as connections to over 30 destinations within the Philippines.

The campaign will employ cultural insights to tailor and localise messaging, with a particular focus on Filipino-Australians. Themes of homecoming and connection will be central to the effort. This campaign is noted as one of the first in Australia to celebrate the Filipino diaspora.

Media buying will be managed by Benedictus. Paid media channels will include radio, out-of-home advertising, billboards, and street furniture in key capital city markets serviced by Philippine Airlines.

The earned media component will target lifestyle, travel, and multicultural press, alongside influencer partnerships across Instagram, TikTok, and YouTube. Broadcast and print media engagement, as well as cross-promotional opportunities with travel platforms and community events, will also be part of the strategy.

Philippine Airlines forecasts that over 360,000 Australians will travel to the Philippines by 2026, according to data from the Australian Bureau of Statistics and the Philippine Department of Tourism.

Jen Sharpe, Founder and Managing Director of Think HQ, stated, "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. It’s a truly beautiful part of the world, and we hope this campaign inspires many to experience the magic of Filipino hospitality first-hand."

Alvin Miranda, Vice President of Marketing at Philippine Airlines, commented, "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."

He added, "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."