benchmark report
airline marketing
Qantas & Emirates ‘What A Wonderful World’
traditional
Norwegian Posters Norwegian is fast becoming the number one airline of Scandinavia. This latest campaign aims to promote their flights from Sweden to cities around Europe.
The Norwegian posters were combined into the patchwork posters, to co-brand the campaign, along with the message “Right now! European Cities 299 kr”
The campaign uses posters from cities around their network of independent events, carefully handpicked by Norwegian who curated the collection to give a true representation of the city, away from the touristic image normally por trayed in adver tising campaigns. The mix of posters was then placed as a series of collages around the Swedish hubs to promote the airline’s network. Norwegian stated “Our solution is to change perspective – from traditional pictures of the Eiffel tower in Paris or Big Ben in London to the City streets and all the interesting spots one can enjoy there.”
A YouTube video shows how the campaigns were placed around the biggest cities in Sweden. The poster campaign was combined with a print campaign, that featured in printed magazines and newspapers in Sweden, that took the form of a real ‘events diary’ again curated by the airline. The adver torial style campaign is a smar t way of positioning the airline as an honest, current and culturaly-aware carrier of the cities it flies to.
As Emirates and Qantas have now joined forces to expand their networks, the Australian carrier has showcased this fact with a cross-platform video that conveys the message “Together connecting the globe” featuring both Emirates and Qantas branding. To really show off Qantas’ international coverage, the video, shot by Parliament Films and directed by Toby Morris, with no involvement from Qantas’ creative agency Droga5, covers por ts of call such as New York, Dubai, London, Paris, Sydney, Singapore, Texas and Istanbul. Strangely though, almost all of these cities are actually already (or used to be) Qantas destinations. Parliament had already shot a video to suppor t the recent launch of Qantas’ new uniforms, designed by Australian designer Mar tin Grant.
The 1 minute 50 second footage will be showcased on Facebook and on TV and is also available to view on YouTube. The film was dubbed “What a wonderful world” and off the back of this campaign message Qantas launched a Facebook competition to suppor t the new video and marketing direction. The social media competition was open only to Australian residents, where they could win a pair of business class tickets to anywhere in the world on the Qantas and Emirates network by uploading their own breathaking travel image for their chance to win.
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