Episode 2: How Flight Centre reaches new travel marketing heights with YouTube

Building on our YouTube Works series launched in 2022, marketing expert Mark Ritson speaks to leaders from top brands in Australia and New Zealand to understand how they’re realising long- and short-term marketing results with YouTube.

The macroeconomic challenges that marketers face today have moved them to double down on pursuing growth throughout the marketing funnel. As they do that, they’re shifting to YouTube. The digital video platform lets them achieve goals across the full funnel, from building long-term brand awareness to driving immediate performance gains.

One such brand is Australian-born, global travel agency Flight Centre. Faced with physical store closures during COVID-19 and declining brand awareness and consideration, Flight Centre recognised the need to revitalise its marketing approach in a highly competitive market.

Catch this episode of “The Long and The Short of It,” where Mark Ritson chats with Flight Centre’s global head of marketing, Clinton Hearne, about the brand’s successful YouTube marketing campaign. Uncover the secret behind its jump in brand awareness, and a 1.5% rise in purchase intent, which is a typically hard category to shift.¹