Flight Centre, in collaboration with Apparent, has launch a new campaign for its B2B brand, Corporate Traveller.

Titled 'All heart, no hassle', the campaign leans into a cheeky tone, featuring playful headlines such as ‘We’re friends with (travel booking) benefits’ and ‘Corporate by name, not by nature’.

It's the first work to come from Apparent since the full-service agency was appointed to the Corporate Traveller business following a competitive pitch.

Corporate Traveller head of marketing, Kim Robertson, said: "I really wanted to shake things up and it was clear to us that Apparent had deep expertise in B2B and really understood our complex audience segmentation and associated business challenges. They worked closely with us to push our brand in all the right ways to showcase what makes Corporate Traveller so different from our competitors, in terms of the value and service we provide our customers. We’re delighted with the new campaign and eager to see the campaign results."

Apparent CEO, Phil Smith, said the agency was delighted help Corporate Traveller reaffirm its human-centric approach to B2B marketing and business travel. "This is a category we’ve got a lot of experience in and we’re looking forward to helping them grow their business and client base."

The campaign will be launched across digital, social and out of home platforms.

Corporate Traveller acquisition campaign manager, Rebecca Bragg, said: "We’re super excited to see this campaign in full flight across Australia, New Zealand and South Africa. It’s been fantastic working with the Apparent team who have been stellar partners throughout the process. As a platform this absolutely has legs to go beyond the initial campaign period, which is great from an ROI perspective. We can’t wait to see where we can take it next."