For RACV’s 2025 Black Friday travel campaign, I led the creative strategy, ideation and platform development for a campaign designed to stand apart in one of the most saturated retail moments of the year. Rather than competing on price alone, the campaign repositioned RACV Travel as the trusted shortcut to holidays genuinely worth taking.
The travel category during Black Friday is dominated by urgency, discount messaging and overwhelming choice. RACV needed a campaign that could differentiate the brand beyond price while reinforcing trust, value and decision confidence during a highly competitive retail period.
The campaign was grounded in the insight that people don’t necessarily want more options — they want reassurance they’re making the right choice. We repositioned RACV Travel as a thoughtful curator rather than just another deal provider, shifting the focus from “cheap holidays” to “holidays you won’t regret booking”.
This led to the development of the platform No Regrets Holidays — a campaign built around the relatable reality that while every trip comes with memorable mishaps, booking through RACV shouldn’t be one of them.
The creative platform used humour and shared travel experiences to create emotional connection and memorability during a heavily transactional retail period. I led the ideation and platform development across campaign touchpoints, shaping a tone that balanced entertainment with trust and commercial clarity.
The campaign identity was designed to work flexibly across audio, digital and social environments while maintaining a strong and recognisable narrative thread throughout the rollout.
The campaign rolled out across radio, social, website and digital screens, anchored by a week-long integration with Christian O’Connell’s Breakfast Show. Daily $500 travel vouchers culminated in a major $10K “Holiday Re-Do”, transforming real listener travel regrets into a dream getaway experience.
The integrated rollout helped extend the campaign platform beyond traditional advertising, creating audience participation and strengthening brand recall during peak retail activity.
The campaign shifted RACV Travel away from generic discount-led positioning towards a more emotionally resonant and trust-driven role within the category. By reframing travel deals around confidence and reassurance, the platform helped create stronger distinction and memorability during the Black Friday retail period.