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Qantas:
It had been a decade since Qantas ran an ad campaign in the USA. It was time for the 'flying kangaroo' to re-establish itself by enhancing its brand identity. As Qantas America’s AOR, we developed a culture-disrupting creative campaign from beginning to end: we worked inward from strategy, through creative, into production and finally out to the market. The campaign was star-studded with talent and made an enormous splash on both sides of the Pacific. It gathered momentum in the press and led to the third biggest day of sales in Qantas history. Called 'Australia In The Sky,’ the campaign was born from the idea that once you’re aboard a Qantas plane…you’re already in Australia.
Brief
Reintroduce Qantas, the iconic airline of Australia, to American and global audiences via a 360-degree awareness campaign.
Strategy
Qantas is the only airline that can claim to be “Australia in the Sky.” Highlight how flying Qantas is different from U.S. competitors through its distinctly laid-back Aussie approach.
Outcome
Our campaign positioned Qantas as the only airline that lets you “arrive in Australia before you takeoff.” We brought this to life on the plane, using real Qantas offerings and the unique Aussie qualities that inspired them.
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