Flight Centre UK, part of one of the world’s largest independent travel agencies, has just launched its This is Awkward brand campaign to reinforce its positioning as a full-service travel retailer instead of solely a flight booking agency.
The integrated campaign encompasses digital, print media, out-of-home and broadcast, and will be one of Flight Centre UK’s largest brand campaigns in recent years.
Full page print ads and digital takeovers incorporate three variants of Q&A-style copy, whereby an unnamed consumer asks the following three questions such as “I thought you only sold flights?” and “I didn’t know you also did cruises…”.
In response, Flight Centre UK’s brand voice responds with This is awkward before going on to explain that the full-service travel agency has been selling tailor-made holidays incorporating cruises, tours, hotel stays, car hire and more, for over forty years.
The creative concept will also be displayed on digital signage across Flight Centre UK’s store network, which now sits at 13 stores following an opening in Angel, North London, in July 2025.
Finally, the campaign will be brought to life in twenty-second slots on Classic FM, Gold Radio and Smooth Radio in London and across the southeast and southwest of England.
The campaign follows the unveiling of Flight Centre’s new global tagline – Your centre for travel – earlier in 2025, reflecting the company’s growing global shop network and diverse offering to customers.
This is Awkward will initially run until 10 September, followed by Flight Centre UK’s Not just a flight sale which will run until 1 October.
Joe Beevis, general manager at Flight Centre UK, said: “After speaking with our partners and close industry friends, and conducting in-depth research, we saw a fantastic opportunity to introduce more people in the UK to what makes Flight Centre so special.
“While our brand is iconically Australian, we’re committed to building that same level of recognition over here.
“This campaign is all about sharing our passion for travel and continuing to make Flight Centre a trusted brand for more UK travellers.”
