Work that elevates

Ready for take off

Our challenge: Increase flights from Auckland to Newcastle Airport

As a relatively new direct service, Newcastle Airport had lots of flights from Newcastle to Auckland, but fewer from Auckland to Newcastle. With 24 hours’ notice, Virgin Australia set Lionize the challenge of launching a special sale fare to redress the balance of flights.

Elevated idea:

‘It’s Australia all in one

‘It’s Australia all in one’, dramatised the regional riches of beaches, activities, wine and fine dining, as the perfect taste of Australia, right on Auckland’s doorstep.

A data-led, digital media campaign targeted Aucklanders with a high propensity to travel to Newcastle and the Hunter and an interest in the activities on offer across the region.


We significantly shifted the balance of flights, delivering more visitors from Auckland to Newcastle Airport and exceeding expectations for reach and response rates.