Brands get nasty – Virgin Blue attacks Qantas as True Local tackles Yellow Pages

This week has seen two cases of major Australian brands launching direct communications offences against their rivals.  

Yesterday’s Australian Financial Review carried a front page ad from airline Virgin Blue making a direct attack on Qantas. And the News Ltd-owned online directories service has created a website dedicated to attacking Yellow Pages.

Virgin Blue’s ad – created by Cummins Nitro – was tactical, with the headline: “Qantas says they have ‘more flights more often’. We think they’ve left out a word. ‘Cancelled’.”

The ad was used to highlight data showing that that during May, Qantas had an 80% higher cancellation rate than Virgin Blue.

yellow-turning-blueIn the other case, News Ltd created the yellowturningblue site to highlight Roy Morgan research which it says shows a growing number of Australians would not use the Yellow Pages print directory. The company also commissioned its own research which it said suggested that 58% of people would not have the Yellow Pages print directory delivered to them if they were asked.

Sensis – owner of Yellow Pages – was equally blunt in its repsonse. A spokesman claimed: “It’s not surprising they have chosen to play the man rather than the ball in this campaign as having been in the market for a number of years now, their business is having limited success attracting users of their products. As a result, less businesses are advertising with them, leaving them to resort to these types of underhand tactics.”


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