Qantas launch Aquire loyalty program with ad featuring Dare Jennings

Qantas Loyalty is promoting its newly-launched business loyalty program Aquire with a commercial featuring Deus Ex Machina founder Dare Jennings.

In the new campaign created by Droga5 Jennings is seen in the spot riding a motorbike, with his narration discussing what he does and doesn’t want to acquire in life.

Qantas Loyalty chief executive officer Lesley Grant said: “Aquire rewards businesses for their loyalty by delivering tangible benefits that can have a positive impact on their bottom line.”

The campaign also includes ads featuring the founders of the Jac+Jack fashion brand, Jacqueline Hunt and Lisa Dempsey talking about the benefits of the Aquire program for Australian small-to-medium enterprises. The program allows businesses to build their points balance from a range of business transactions including travel, business, insurance and parking.

Aquire’s list of launch partners includes Westpac, GIO, Deloitte, Secure Parking, Regus, Randstad, Avis, Macquarie Leasing, Staples, Snap, Budget, QBE and Qantas.

Jennings said: “We invest significantly in travel each year so it’s great that Aquire will reward our business for our loyalty whilst still allowing my team to earn Qantas Points as they do today.”

The launch of the program follows on from broader changes to the Frequent Flyer program, which included the brand lowering the minimum points earned by cheaper economy tickets and rising the amount earned by business tickets.

Last month Qantas announced 5,000 job cuts, and at the end of last week slashed the points many passengers will earn for economy domestic flights.

At the end of last year, the airline unveiled a new brand campaign ‘It’s About’, also created by Droga5, timed to coincide with the launch of the airline’s new uniform.


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