BRIEF

After nearly two thirds of Australians’ vacation plans were impacted by the pandemic, travel was firmly back on national agenda post-lockdown.

With brands taxiing for tourist attention, the task was to launch three major airline partners – Qantas, Jetstar, Virgin – under an umbrella platform, whilst making Zip synonymous with the travel vertical.

STRATEGY

To develop an overarching proposition that unified Zip’s disparate travel portfolio (airlines, booking agents, hotels, rideshare, experiences), its core products (Zip Pay and Zip Money), and a promise of simpler and fairer ways to pay.

With 69% of BNPL users planning a holiday, a platform was needed to integrate merchant campaigns and drive brand ubiquity whilst fuelling customer engagement and acquisition – without relying on big budgets commonplace in the category.

SOLUTION

Based on the insight that travel is a moving experience, Zip That Trip presented an ownable, flexible and seamless platform (and graphic lockup) that tapped into the forgotten feeling of flying.

The covid bug was replaced by the travel bug, capturing the fearless spirit of wanderlust in the headline Fly now, pay later. While Zip is the travel buddy you never knew you needed, Zip That Trip is the nudge you always knew you did.

CONNECTING THE DOTS

Bringing typography to life sees a lockup that puts people (i) at the centre of their own journey.

Dots depart the literal and arrive at the lateral – becoming people, places and emotions that transcend simple wayfinding into memorable moments.

As images switch out, the arc lights up like a progress bar capturing the spirit of flexible, seamless, fearless exploration. A bigger picture view of travel that makes getting there much more than half the fun, every great trip starts with Zip.

WELCOME ABOARD

The addition of Jetstar to the Zip manifest called for a co-branding concept that would really take-off from the pixelated piste of the digital screen.

And nothing captures the moment of anticipation just before a flight than receiving your boarding pass.

A symbol of accessibility synonymous with air travel, the boarding pass became the inspiration for the lockup device.

Zip purple connects with Jetstar orange via familiar perforations while a stylised barcode tipped its captain’s hat to the spontaneity of more people, more places, more often.

MAKING UP FOR LOST TIME

With travel high on wish lists and borders rapidly reopening, the Zip x Virgin partnership was all about capitalising on speed.

Metaphorically portrayed as a Zip flight path and coming full circle as the Zip To lockup, the launch inspired everyday Aussies to check out with Zip and check in with Virgin.

Whether reconnecting with family, getting a move on with business or just enjoying a much-needed holiday, travellers were enticed with weekly happy hour sales, back to holidays sales and popular capital city sales.