Qantas becomes first Australian airline to join Snapchat
Qantas is the latest Australian brand to jump on the Snapchat bandwagon, opening its namesake account this week.
Qantas is just the fifth global air carrier to join the social service, following Iceland’s Wow Air, Ireland’s Aer Lingus, Air New Zealand and Virgin America.
Qantas said the airline will produce content fortnightly that will give users an employee-eye-view into a regular day at Qantas.
Encouraged by results from TV show Ready for Takeoff and the Roo Tales Blogs, the carrier aims to showcase everyday life at Qantas, such what it’s like to work on a wheel change of an A380 or the follow a cabin crew member.
Qantas Group executive brand, marketing and corporate affairs manager, Olivia Wirth, said: “The success of Snapchat’s live streams show that they are positioned to continued to grow and become a major player in this space, and we are really keen to get involved early.”
Qantas isn’t the only Australian brand to join Snapchat this week; AAMI has launched a Skilled Drivers Course campaign through the platform.
AAMI with Edge produced three ads that coincide with the live coverage of the National Basketball Associations (NBA) Draft. By using Snapchat’s collective ad model, 3V Advertising, the brand aims to appeal to Generation Y by creating ads tied to trending Snapchat topics.
AAMI personal insurance brand manager, Anthony Russell, said: “By advertising on Snapchat we’re hoping to engage younger car owners with AAMI benefits that are specifically relevant for them.”
“We’ve also learnt about the importance of serving up relevant and timely content, not advertising. The campaign wasn’t necessarily about transposing our message, rather, connecting relevant content to something the audience might find valuable.”
