Qantas: To all those who believe anything is possible
Qantas has released the Olympic-themed version of its new ad campaign.
The ad – the latest featuring its new You’re The Reason We Fly positioning – features Australian competitors in lonely early morning practice.
The campaign has been created by ad agency Publicis Mojo with the soundtrack by Silverchair’s Daniel Johns. It features Olympians Bernard Tomic, Matt Goss, Kelly Cartwright, Courtney Atkinson, Steve Hooker and Leisel Jones.
The airline has also released audio of the inflight PA announcement to basketballer Lauren Jackson’s parents that their daughter had been selected to carry the Australian flag into the stadium.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Qantas could invest their marketing $$ into service and get bigger bang for the buck, much bigger bang
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If anything is possible how come Qantas advertising is such cliched crap?
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Ann,
Qantas provides great service. I have tried 20 different airlines and Qantas is topped by a rare few. But they are up in the top 10-15% definitely.
I suggest you try a flight with China Southern, BA or AA and you will suddenly think higher of the flying Kangaroo. Especially if you ever loose your luggage or find yourself in a situation when you REALLY need service.
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Anyone as freaked out as me about how low their planes are flying for this?
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I did get to see an early release of the new Qantas promo stuff. The soundtrack had instant appeal, while a long way from I Still Call Australia Home, it mature and I think does hit the mark about what makes the Aussie character. No gimmicks, no jumping people, no glam hosties & captains, just good every day down to earth situations that are very appealing. I also flew with Qantas over the weekend & when you see the entire campaign rolled it works. The images and music are great, it shows I think that Qantas understand their market in a low key comfortable fashion, that a little bit ‘nice’.
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