NEWS
Open your world to more: creating World360 Rewards with Flight Centre Travel Group
17.02
Open your world to more: creating World360 Rewards with Flight Centre Travel Group
We’re thrilled to share one of our most exciting brand innovations of recent years: World360 Rewards, a disruptive global travel loyalty program created in partnership with Flight Centre Travel Group (FCTG).
Travel is the #1 aspiration across generations because it fulfills something deeply human – our desire to explore, experience, and grow.
So, when FCTG appointed The One Centre in mid-2024, we knew we had the chance to create something truly disruptive. Together with their entrepreneurial leadership team, we set out to create a global brand that would shake up the market.
From brand visioning, architecture, positioning, naming and identity to UX and UI design for the program’s entire digital ecosystem, The One Centre created a brand that embodies a fresh new spirit in travel loyalty – one that feels big and globally powerful, yet human, friendly, for everyone, and grounded in the essence of travel.
“World360 Rewards is a game-changing program from the organisation that transformed the travel industry and first democratised air travel with Flight Centre in the 1980s. The big shift is being 100% travel-focused and travel-enabling, not status-driven. After all, travel is the ultimate reward,” explains John Ford, Founder and Group CEO at The One Centre.
The World360 Rewards brand strategy
The One Centre first analysed conventional loyalty trends worldwide before developing a disruptive brand strategy centred on the positioning line: “World360 Rewards. Open your world to more.”
The One Centre’s Creative Director, Chris Gillespie, adds: “Striking the right balance was key: we wanted to create a liberating global program that great brands can confidently partner with, while still carrying a free spirit, a sense of fun and a very human touch. We believe the result — from the name, story and logo to the whole brand experience — communicates, instantly and powerfully, that we’re here to open your world to more.”
Dynamic and adaptive, the identity features spheres opening to reveal global destinations and experiences available through the program; while a vibrant palette of deep blue hues evokes sky, ocean, and freedom. The brand is now being brought it to life across World360 Reward’s brand touchpoints and channels, including the program’s website, app and digital ecosystem.
Loyalty that drives growth – and travel.
Beyond creating a world-class loyalty brand, The One Centre’s strategy for World360 Rewards is designed to drive loyalty-driven customer growth across FCTG’s suite of leisure travel brands.
Unlike some conventional travel loyalty programs which can feel restrictive and status-focused, World360 Rewards enables members to earn faster and travel more often through unprecedented choice, value, flexibility and freedom.
Members earn and redeem points across 500+ airlines, 900,000+ hotels, 40+ cruise liners, 300,000+ tours and 300+ retail, financial and lifestyle partners. They can even double or triple dip on points by stacking World360 Rewards with other airline and credit card programs.
“Travel is literally the point of this game-changing program, which creates one of the fastest paths to travel rewards in the Australian market. We loved partnering with The One Centre to create the World360 Rewards brand, which communicates instantly and powerfully that we are here to open your world to more,” says Clinton Hearne, Executive General Manager – World360 Rewards at FCTG.
Another iconic loyalty brand by The One Centre
The One Centre has a rich history of creating category-defining loyalty programs, including Everyday Rewards for Woolworths Group (now Australia’s biggest retail loyalty program with over 14 million members) and the global repositioning and relaunch of Accor Plus (now Asia Pacific’s leading subscription-based travel and lifestyle program across 20 countries).
“World360 Rewards continues this tradition,” says The One Centre’s COO, Katie Molloy. “We all love to travel, and being part of developing a program that enables more travel, more often, to more places on earth has been incredibly rewarding.”
Founded by Graham ‘Skroo’ Turner in 1982, FCTG is one of the world’s largest and most diversified travel groups, with more than 30 brands operating in 24 countries. Flagship brands include Flight Centre, Travel Associates and Cruiseabout.
