benchmark report
airline marketing
Qantas ‘Mars Rover’ Qantas has unveilled a new campaign intended to push the airline’s frequent flyer program past the 10 million member mark. Featuring a life-size replica of NASA’s Mars rover ‘Curiosity’ (the real machine is currently trundling around the red planet), the campaign is designed to showcase the many ways which members can earn points through avenues other than flying. “The campaign tagline ‘For Every Journey’ highlights that members have hundreds of oppor tunities to earn points across every day activities from going to the supermarket to going on holidays” explains Lesley Grant, CEO of Qantas Loyalty. Sudeep Gohil, CEO of creative agency Droga5, said that securing the use of Curiosity from NASA had been a creative
coup. “Being able to use such a likeable and unique personality has made this campaign something really different. Curiosity moves, she makes eye contact and she communicates in a way that seems very human.” The TV commercial aired in mid-June (and has been watched 120,000 times on YouTube so far), and will be followed by ads in digital, print and outdoor media. The campaign will run for six weeks, with the replica ‘Curiosity’ embarking on a national tour including roving through airpor t terminals, Qantas lounges and shopping centres. The tour star ts in Brisbane before moving to Sydney, Melbourne, Adelaide and Per th.
10
