Qantas campaign shows travel as a key reason to get vaccinated

Qantas has launched a new TVC to highlight its newly launched vaccine rewards campaign, titled ‘Be Rewarded’.

The campaign continues a trend of recently released campaigns, not done by the Federal Government or State and Territory Governments, to encourage vaccinations against COVID-19.

The rewards campaign lets Australian-based Frequent Flyers who are 18 and over to claim rewards through the Qantas app.

The 90-second spot shows 3 sets of Qantas flyers and their reasons to travel: for a wedding in Singapore, to visit Disneyland with their children and to see loved ones in the United Kingdom. The spot also shows each of the flyers getting vaccinated before they fly Qantas.

The spot also features Tones and I’s single “Fly Away”.

The campaign was a collaborative effort between creative agency Brand + Story and Qantas’ in-house content production team.

Qantas Group CEO, Alan Joyce, said: “Our crews can’t wait to get back to reuniting family and friends, taking people on holiday and putting some energy back into the whole tourism industry. For us, getting the vaccine rate up to 70 and 80 per cent means thousands of people can go back to work.

“With the Federal Government’s vaccine program ramping up across the country, now is the ideal time to say thank you to Australians for stepping up and protecting themselves and others.”

Joyce flagged the vaccination rewards program to Mumbrella in June, at the time saying: “Our vaccine is our passport for international travel. We are offering our customers discounts and rewards for travellers who have had the vaccination.”

The Federal Government’s current COVID-19 vaccination campaign, Arm Yourself, has been met with widespread criticism.

Other campaigns encouraging vaccination included campaigns by Australia’s hospitality industry, adland leaders, and the Melbourne Symphony Orchestra.

As part of the rewards campaign, Australian-based Qantas Frequent Flyers that are over 18 can claim 1 of 3 rewards: 1000 Qantas points, 15 status credits or a $20 flight discount for Qantas or Jetstar. Members will also be entered into a draw to win “mega-prizes”, such as a year’s worth of flights, accommodation and fuel.

The vaccination rewards in-app

The TV campaign will be running from next week.


Client: Qantas Airways

Chief Marketing Officer: Jo Boundy

Chief Customer Officer Stephanie Tully

Marketing Manager: Amanda Doherty

Manager Branded Content & Production: Mark Spencer

Manager Content Studio: Chris Kondys

Producer: Stephanie Dennington

Stills Photographer: Brent Winstone

Agency / Production Company: Brand+Story

CD/EP: Paul Chappell

Director: Josh Whiteman

Producer: Johnny Greally

Production Manager: Serena Rettenmaier

Casting: Toni Higginbothom Casting

DOP: Peter Eastgate

Editor: Gabriella Muir

Art Direction & Wardrobe: Janai Anselmi and Jo Ayling

Make-up Artist: Georgia Hull

Online and VFX: Chris Grocott & White Chocolate

Grade: Billy Wychgel

Music Arrangement & Sound Mix: Bruce Heald and Kathleen Burrows at Noise International

Song: ‘Fly Away’ by Tones and I

Label: Kate Hudspeth, Sony Music Entertainment Australia

Media: OMD


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