Philippine Airlines partners with Think HQ to inspire Australian travellers

MANILA, PHILIPPINES – Positive change agency Think HQ has been chosen by Philippine Airlines as its Australian agency partner, following a competitive pitch.

As part of the remit, Think HQ will deliver a dual-focused campaign positioning the Philippines as a must-visit destination for Australian travellers, while reconnecting Filipino-Australians with Philippine Airlines in the crowded travel landscape. The fully integrated advertising and PR campaign will span paid, earned media, and influencer activity for Philippine Airlines. It will also invite audiences to explore the airline’s broader international flight network to North America and Asia.

Think HQ will introduce the Philippines as a top-tier holiday destination for culture, beaches, adventure, and nightlife, with direct flights available from Sydney, Melbourne, Brisbane, and Perth, as well as connections to over 30 destinations within the country. The opportunity to convert new audiences coincides with growing cultural momentum and travel buzz around the Philippines, as Australian travellers increasingly turn toward affordable, culturally rich destinations closer to home.

The agency will also strengthen brand familiarity and reconnect the national carrier with Filipino-Australian audiences, helping reinforce loyalty at a time of increasing airline competition in Southeast Asia.

Drawing on Think HQ’s expertise in multicultural engagement, the campaign will leverage cultural insights to localise messaging and segment audiences. Filipino-Australians will receive messaging that celebrates homecoming and connection, making this one of the first campaigns in Australia to highlight the Filipino diaspora.

Think HQ Founder and Managing Director Jen Sharpe said “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.”

Think HQ will also support the launch of the airline’s new campaign through PR and by adapting global assets for the Australian market, with the media buy managed through Benedictus.

Philippine Airlines Vice President of Marketing Alvin Miranda added “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.

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.”

Paid media channels will include radio and OOH placements, featuring billboards and street furniture across key Australian capital cities serviced by Philippine Airlines. The earned media campaign will target lifestyle, travel, and multicultural press, along with influencer collaborations across Instagram, TikTok, and YouTube, as well as broadcast and print engagement, community partnerships, and media familiarization tours.

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