Qantas Frequent Flyer - One Million Points

Qantas Frequent Flyer - One Million Points

The concept of generosity has been an increasingly popular marketing concept in recent years. As WPP agency Fitch puts it: “We have identified a loose family of brands we call Generous Brands. By ‘generous’ we mean that these brands are prepared to make gestures that are not just commercially motivated but empathise with consumers: these brands show their heartbeat.”

To celebrate the milestone of 10 million members, the Qantas Frequent Flyer program launched an initiative that showed how air travel can really make a difference in people’s lives. Qantas partnered with News Corp Australia and The New Zealand Herald to give away one million Qantas Frequent Flyer Points to readers who submitted an inspirational story how one million Qantas Points would change their life.

About 200,000 people around Australia entered the competition and the winning stories were picked by a Qantas’ Frequent Flyer member judging panel. The campaign generated many moving stories , including the following one from Dan from NSW, who was among the winning entries.

My 24 year old daughter Victoria is disabled. She suffers from Hereditary Spastic Paraplegia. Vikki is likely to be in a wheelchair by the age of 30. But this isn’t a sob story. Vikki is passionate about travelling and working with disadvantaged kids. She has visited many places in the past 3 years as a support worker for special needs children in Queenstown and worked in an orphanage in Chang Mai. Vikki’s travel and helping all these wonderful children will inevitably stop if/when she is confined to a wheelchair. A million Qantas Frequent Flyer points means she can travel extensively before this happens.