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Qantas - Still Call Australia Home
A common theme of many of the campaigns we’ve covered in this issue has been to reignite the public’s love of travel.
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Australian flag carrier Qantas hit on a retro theme at the same time as looking into the future, via the ‘Still Call Australia Home’ campaign.
In 1987, Qantas started using ‘Still Call Australia Home’ in its marketing.
In 1994, a new TV ad featuring the song was launched to coincide with the Commonwealth Games, while the “Qantas Choir” featured in a 1998 version of the ad.
Still Call Australia Home has since been in different Qantas ads throughout the years, here for example is a 2009 version of the ad with a singing children’s choir.
The song has now been brought back in a post pandemic campaign, as Australia reopens for (vaccinated) visitors.
Qantas says that the advert has a contemporary arrangement of the song and features the vocals of a new generation of the Australian Girls Choir together with National Boys Choir, the Gondwana Choir and Australian celebrities such as Kylie Minogue and Hugh Jackman.
As well as singing in the new ad, Kylie Minogue provided a teaser for the campaign’s release, by humming the tune in an Instagram video.
According to Live and Let Fly, the ad was filmed pre Covid, which the writer says, “seems almost prophetic”, as it’s as if the industry was in many ways in a form of suspended animation over the past two years, and we’re only now starting to reemerge from it. Why we like this campaign
This is a big and bold campaign, which arguably is exactly what you need when reintroducing yourself to much of the travelling public after the pandemic turned the travel industry upside down.
The use of an iconic song associated with Qantas throughout the years, and the mix of Australian celebrities, Qantas staff, and different choirs guaranteed a lot of additional media pick-up.
Finally, having Kylie Minogue provide a heavy hint of what was coming to her extensive social media followings, succeeded in generating buzz and excitement before the launch of the actual ad.
