Qantas has turned to Dame Edna Everage to promote its business class sale.
The ad – created by Ogilvy Sydney – is almost exactly the same as a campaign produced for Qantas in May by M&C Saatchi that featured former Dallas actors Larry Hagman and Linda Gray.
Today’s ad features Dame Edna’s alter ego, Barry Humphries.
Qantas executive manager of marketing Lewis Pullen said: “Just like the characters in our recent Dallas campaign the wonderful duo of Barry Humphries and Dame Edna are featured in a humorous nature which stretches our retail work to cover brand/product marketing ground as well.
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“Both are seen enjoying Qantas’ in–flight service in Business, supporting our ‘Enjoy the Journey’ brand positioning.”
The campaign runs for five days across press, radio and online.
