A regional airport in Western Australia's North West

A new flight route campaign that worked so well, it became the internal blueprint for every route-promotion campaign that followed.

Category: Destinations · Services: Meta Advertising, Google Ads, YouTube, TikTok, AI-Assisted Creative (ElevenLabs voiceovers & scripts), Multi-Stakeholder Campaign Management

The challenge

Promoting a new flight route means building demand in a source market that may not yet think of the destination as accessible — all while coordinating creative approvals across both the airport and its airline partner, and proving the campaign model works well enough to justify doing it again for future routes.

Our solution

In partnership with Jetstar, Big Head Digital built a multi-channel campaign — Meta, Google, YouTube and TikTok — with creative concepts developed collaboratively and signed off by both the airport and its airline partner. We used AI tools like ElevenLabs to generate scripts and voiceovers for the video ads, delivering a big-agency-style multiplatform campaign at a fraction of traditional agency costs. The campaign structure and creative budget were built to be repeatable, and proved successful enough that they became the direct reference point for scaling later route-promotion campaigns for other regional tourism clients.

Strategy

  1. Coordinate two stakeholders, one campaign — Creative concepts were developed and refined through a joint approval process with both the airport and Jetstar, keeping messaging aligned across both brands.
  2. Test across multiple channels from the start — Meta, Google, YouTube and TikTok were all tested as part of the initial rollout, rather than proving one channel before expanding.
  3. AI-assisted creative at agency quality — Used ElevenLabs to generate scripts and voiceovers for the video ads — producing a polished, multiplatform digital campaign at a fraction of the cost of traditional big-agency production.
  4. Build a budget structure that scales — Creative and management budgets were set at a level proven to work, then used as the direct benchmark when scoping later, similar campaigns.
  5. Let success be the pitch for the next campaign — The campaign's structure and budget became the explicit reference model cited when planning subsequent route-promotion campaigns for other destination clients.

Results