Qantas in new social media fail with #QantasLuxury hashtag backlash

Qantas is this afternoon facing a huge social media backlash after a competition inviting Twitter followers to win a pair of first class pyjamas by tweeting their idea of a luxury experience turned into an opportunity for angry customers to share their gripes.

The latest social media disaster comes just weeks after Qantas was forced to apologise for running a Twitter competition in which it gave sports fans free tickets for going blackface.

The airline launched a competition around two hours ago inviting followers to win “a First Class gift pack feat. a luxury amenity kit and our famous QF PJs.”

The challenge to followers was: “To enter tell us ‘What is your dream luxury inflight experience? (Be creative!) Answer must include #QantasLuxury.”

Within minutes the #QantasLuxury was filled with customers who had their own views on the airline which has been suffering from a disastrous PR profile following its grounding of the fleet at the beginning of the month.  

At the time of posting, dozens of new tweets are appearing every minute.

They include

Getting from A to B without the plane being grounded or an engine catching fire

#QantasLuxury is a complimentary cheap hotel room because your cynical airway left you stranded in Adelaide, of all places. Adelaide.

#QantasLuxury is a massive executive bonus while your workers starve and your former customers choke

My idea for #QantasLuxury is not having cabin crew lie to my face about my electronic devices and their safety on a plane.

Couriers to make sure my staff around the world get their lockout notices any hour of the day or night #qantasluxury

More than 3mins notice that the whole service has been grounded #QantasLuxury

A ‘Full service’ airline that gives apples or cookies for flights between 11am and 3pm #NoLunchForYou

A plane that doesnt have an exploding engine! #QantasLuxury

My #QantasLuxury experience would be no matter what time or duration of the flight a proper meal is served a cookie is not a meal its a joke

Flights that leave on schedule because Management doesn’t arbitrarily shut down the airline #QantasLuxury

Planes that arrive intact and on time because they’re staffed and maintained by properly paid, Australia-based personnel.

#qantasluxury having a skybed so “superior in its class” you have to be under 5 foot to be able to use it with your legs straight.

#QantasLuxury? 1. Plane takes off/arrives on time; 2. Baggage delivered promptly. This used to be called #QantasService

#qantasluxury – is not being told you can apply for refund online & finding out they only refund via a phone # that no one answers for 4hrs

#qantasluxury is the dream world Alan Joyce lives in where all the feedback to the Qantas action has been positive.

In a further headache for the battered brand, the competition is due to run until the end of Thursday signalling that the onslaught could continue for another two days.

At the time of writing, Mumbrella was unable to get beyond the voicemail of the Qantas communications team for comment.



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