Qantas - Feels Like Home

Qantas - Feels Like Home

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 Martha 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 airport.

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 have for the airline,

said Qantas head of marketing and corporate affairs Olivia Wirth -

We also believe that this is an opportunity 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 important to us. It is real, it is authentic, and it is important 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 advertising, cinema and online advertising. 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.