Travel Associates launches new brand campaign ‘The Art of the Moment’ via IVY PR
Flight Centre Travel Group’s (FCTG) leading luxury brand Travel Associates has launched its newest brand campaign today centred on its new brand film, The Art of the Moment.
The film brings together four of Australia’s most influential creatives in Sass and Bide co-founder, fashion designer and artist, Heidi Middleton; interior and furniture designer, Sarah Ellison; Bundjalung artist, Shaun Daniel Allen (Shal), and international jewellery designer of McKinney’s Jewellers, Margot McKinney.
Directed by Australian filmmaker Sam Thies, and conceived by IVY PR’s Creative Director, Mia Hamilton and Writer, Bryce Schneider, the film draws a parallel between the artistry of these renowned creatives and the brand’s own travel advisors.
“We were inspired by iconic campaigns from luxury fashion houses”, says Travel Associates Global Head of Brand & Marketing Maddison Done. “I love the way they master storytelling – they don’t just sell products, they sell emotion, memories and craft. That’s exactly what our advisors do.”
“We’re conditioned to think the value of a travel advisor lies in securing the best price or sorting the logistics of a holiday, but really, they’re responsible for crafting some of the most treasured memories in our lives. It’s not too dissimilar to the way a designer crafts a couture garment, a jeweller a bespoke piece of jewellery, or an artist a painting. Luxury travel is an investment that should be treated with the same care, detail and personalisation. That’s the story we wanted to tell and one we could tell seamlessly with such formidable forces in Heidi, Sarah, Shaun and Margot alongside some of our most experienced Travel Associates advisors.”
Shot almost entirely on 16mm film, the piece embraces imperfection and texture.
Says Hamilton: “We wanted to make one simple point – designing travel is an art form. The more we learned about the advisors, the more we saw the depth of their relationships with their clients. That bond is what lets them create journeys that live on as memories. Capturing that truth became the core of this film.
“It was really special to create something longer form for cinema. To lean into a slower rhythm and trust people to sit with it for longer than a social scroll. It reminded us that when people give their time, you can give them something richer in return.”
The film was premiered by the brand on 25 September at the iconic Hayden Orpheum Picture Palace in Sydney to a VIP group of media, personalities and industry, and will now roll out via a series of cut downs across web and socials.
Client: Travel Associates
Global Head of Marketing: Maddison Done
Campaign Marketing Manager: Georgia Fyfe
Social & Content Lead: Hayley Elder
Global PR & Communications Executive: Alex Lucey
Marketing Executive: Rachael McGarry
Agency: IVY PR (BCM Group)
Creative Director: Mia Hamilton
Writer & Creative: Bryce Schneider
Group Account Director: Caley O’Neill
Account Executive: Laura Matthews
Director and Photographer: Sam Theis
Producers: Dana White, Ann Reilly, Sarah Ritchie
Film DOP: Mikey Conlon
Digital DOP: Ethan Gately
Digital Operator: Josh Waugh
Editors: Ethan Gately, Dylan Jones
Sound Recordist: Chris Terry
Sound Editor & Re-Recording Mixer: Chris Terry, Mel Bertram
Stylist: Max Bell
Hair and Makeup Artist: Tania Travers