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Leading online travel provider, WEBJET, will next week release the second stage of its national advertising campaign, which fundamentally challenges the convention of net marketing and general media travel advertising.

Webjet's first stage of advertising in April, May and June has already propelled Webjet's site activity to extraordinary levels, consistently outranking all of its commercial competitors, and sometimes even outranking Qantas.

The new campaign is a deliberate strategy to build the Webjet brand through intelligent, educative full colour ads in the general press; and to build sustainable high brand values which are part of empowering the customer. It is the opposite of indiscriminate emailing.

Webjet's Managing Director, David Clarke, said "Unlike small ticket purchases on the internet, travel is about fantasy, convenience and access to knowledge. We need to demonstrate that Webjet can surpass dealing with ordinary travel agents and provide our customer with an extraordinary experience in terms of price, service, information, and support. Our customers are intelligent. We don't believe they are battery chickens that should be force fed at dawn each day with an un-solicited email."

Developed by White Advertising and Beyond, the campaign, which is being managed on a very cost effective budget, deliberately displays an enormous amount of detail.

"We have detailed all of the services and benefits that Webjet offers. The customer is challenged to take advantage of technology and services."

He said the concept aims to confirm and cement Webjet's position of leadership and to demonstrate a scope of services and products far more comprehensive than our competitors. As the advertising headlines will suggest, we want to leave our customers with the confidence that, "with Webjet, nothing is left up in the air."

To be launched on Tuesday 11 July, the advertising campaign will run in metropolitan newspapers in Melbourne, Sydney, Brisbane and later in Perth.