Qantas has dropped the soundtrack created by Silverchair frontman Daniel Johns along with last year’s “You’re the Reason We Fly” campaign.
The musical score ‘Atlas’ was Johns’s first commercial work of this nature, used as a musical soundtrack for Qantas’s brand and Olympic advertising in July last year.
However with the launch of the new “Curiosity” campaign for Qantas Frequent Flyer last week, a spokeswoman for Qantas told Mumbrella the airline has no further plans for the piece.
Johns is one of Australia’s most celebrated artists and has won 21 ARIA Awards. The musical performance used in the “You’re the reason we fly” campaign created by Qantas’ former agency Publicis Mojo Sydney was a collaboration with the Australian Chamber Orchestra. It was rolled out under Qantas marketing director Lewis Pullen, whose departure was announced last month.
Corporate affairs chief Olivia Wirth has since taken on responsibility for the airline’s marketing function. Droga5 was appointed the new creative agency for Qantas in June last year, and is behind the new “Curiosity” campaign.
A Qantas spokeswoman told Mumbrella: “The ‘Atlas’ soundtrack was used for the ‘You’re the Reason We Fly’ campaign last year, we have a new campaign in the market and have no plans for any further roll out of last year’s campaign.”
In response to further questions about a possible return of the long running ‘I Still Call Australia Home’, the spokeswoman added: “The I Still Call Australia Home campaign continues to form part of the Qantas brand and marketing activities. The song has been instrumental to the successful long standing Qantas marketing campaign for over 10 years and will continue do so in future. We will continue to use I Still Call Australia Home in ads for special occasions and for live performances.”