Qantas - Spirit of Australia

Qantas - Spirit of Australia

Creative agency BWM Dentsu has just launched its first work for Qantas in a series of ads and assets about the airline’s employees.

The campaign harkens back to an earlier “Welcome Home” campaign (video) which celebrated the personal stories of travellers being reunited with their families, and is part of an ongoing theme of the airline’s marketing.

In these latest ads, Qantas shifts the focus to all the individuals who make up the Qantas family.

“What we took from the ‘Welcome Home’ piece that we loved, tonally and also thematically, was the humanity of it,” said Alex Carr, BMW Dentsu, Managing Director. “There’s a lot of humans in airline ads, but there’s not much humanity, and there’s a huge amount of humanity in the ‘Welcome Home’ piece because it’s true.”

The first Qantas employee to appear in the ads is Rachel Bacon, a Qantas engineer based in Brisbane (video) . Also featured are Qantas A330 captain Egon Mahr,based in Sydney, George Fontoulakis, a Baggage Handler in Melbourne, and Jennifer Catalano, a Lounge Host in Perth.

Our people are at the heart of everything we do. It’s not just what they do, it’s the personal passion they bring to their job that really brings the Spirit of Australia to life

Qantas states.

To engage customers in a celebration of its people, the airline has created a campaign micro-site where prizes are themed around the employees that star in the ads. For example, one prize passengers can win is a Qantas Flight Simulator Experience, tied into (Pilot) Egon Mahr’s love of flying.