A fictional airline. A real brief.

We built Airways Victoria as the budget carrier Australia deserves — relaxed, local, and a little cheeky. The campaign Explore Your Own Backyard sold the idea that you don’t need a passport for a proper holiday.

We made “budget travel” feel aspirational again. Short flights. Big energy. Sunburn included.

Campaign: Airways Victoria: Homegrown Holidays

Brand: Fictional airline created for a university brief

Aim:
Reposition a fictional budget airline as the go-to for affordable and joyful domestic travel, showing that adventure doesn’t need a passport.

Insight:
Rising costs make overseas trips less appealing. Australians are rediscovering the value of exploring their own country, if it looks as fun as going abroad.

Big Idea:
Australia’s best holidays are right here at home.

Tagline:
Homegrown Holidays

Headlines:
• “Why cross oceans when the best bits are right here?”
• “Sun, surf, bush or brunch — wherever you’re headed, it’s closer than you think.”
• “Holidays that feel like home (but better).”

Tone:
Bright, inclusive, and confident.

Result:
A playful ad concept that turns a university PR brief into a campaign that feels like something you’d see from Jetstar or Virgin’s cheekier cousin.