Qantas - Pack The Spirit of Australia

Qantas - Pack The Spirit of Australia

Off the back of the success from doing a similar campaign with US Show ‘Oprah’ in 2010, Qantas recently partnered with another US chatshow, The Ellen DeGeneres Show, to offer each of the studio audience a return flight to Melbourne from one of their USA destinations.

CEO of the Qantas Group, Alan Joyce, said helping to bring The Ellen DeGeneres Show to Australia was a fantastic opportunity to market the country to a massive worldwide audience.

Qantas has partnered with Swisse Wellness to support an initiative as part of the airline’s ongoing commitment to promoting Australia to the world. The visit was announced by Ellen DeGeneres and Swisse Wellness Global Ambassador Nicole Kidman in an episode that reached over 16 million people. This was estimated to have an advertising value of close to USD147milion.

Running off the back of this recent TV campaign, sending Australians over to the USA, Qantas ran a further Instagram / Twitter campaign, asking tweeters to send a picture of how they would ‘Pack the Spirit of Australia’ into their suitcase, 5 lucky people then won a pair of return flights to LA and a ticket to see The Ellen Show live.