The agency secured the brief following a competitive pitch process involving two other agencies. It will be responsible for bringing the Bonza brand to life through creative, production, digital and media.
IMA HOME has started work on creating the brand including its digital customer experience with further elements of the brand set to be revealed over the next few months.
The agency also plans to expand its Australian team with new hires alongside the growth of the airline business.
Patrick Tully, Managing Director Apac of IMA HOME, said: “Not only did we see an exciting commercial opportunity for Bonza in Australia but there is also a huge opportunity for Australian consumers to be connected with regional centres at affordable prices. We are working at pace, alongside Bonza, to deliver a brand proposition that speaks to all Australians particularly the growing number living in regional Australia.”
Bonza’s Chief Commercial Officer, Carly Povey, added: “We welcome IMA HOME to the Bonza team as we work together to launch an inclusive and fun brand that will play a huge role in tourism’s recovery post pandemic.”