benchmark report
airline marketing
tv, print, ooh
feels like home QANTAS
Another emotionally led brand campaign comes from Qantas and is centered around the flag carrier’s role in bringing Australians back home to their loved ones. Set to the Randy Newman song Feels Like Home, performed by Aussie singer Mar tha Marlow, the videos tell the stories of five Qantas passengers and their journey home to Australia, to be welcomed by their loved ones at the airpor t. The airline has created five 60-second videos, each of which shares one of the five homecoming stories from Pilbara, Western Australia, Hong Kong, London, Los Angeles and Santiago, Chile. It has also created a two-minute extended clip showcasing all five stories. “Our hope from the [new] ads is it is all about rekindling that emotional connection with Qantas that we all know Australians DECEMBER 2014 ISSUE
have for the airline,” said Qantas head of marketing and corporate affairs Olivia Wir th. “We also believe that this is an oppor tunity to really tell the stories – and they are authentic stories. This is about five real passengers, five real Qantas customers and our Qantas staff. That authenticity was really impor tant to us. It is real, it is authentic, and it is impor tant that that genuine experience of homecoming really comes through in these ads. It is about the pull of home.” The brand campaign encompasses TV, print, outdoor adver tising, cinema and online adver tising. Qantas said content will also be utilised across other customer interactions including social media, Frequent Flyer member newsletters, while the song will also be played on-board flights.
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
