Qantas kicks off first campaign for business loyalty drive with The Monkeys

The Monkeys has created the first major work promoting Qantas’ recently launched business rewards program with a campaign asking “What is the spirit of Australian business?”

Qantas new campaign for Qantas Business Rewards focuses on member benefits.

Qantas’ new campaign for Qantas Business Rewards focuses on member benefits.

Marking a shift away from the traditional program where employees flying with Qantas earned points for their companies – the new loyalty program has unveiled a number of major partners including Caltex and Jaguar Land Rover.

The campaign is anchored by a master ad introducing the program and highlighting the many different faces of Australian businesses, from late-night workers to weekend warriors.

The ad highlights that the spirit of Australian business is everyone: “It’s all of you. You are the spirit of Australian business.”

Two other ads in the campaign focus on individual businesses – an Australian fresh juice company called Botanica, where the owners highlight how they can work with Qantas partners earning and redeeming points – and office design and transformation company Shape where the owners talk about the need for travel.

The airline is positioning the new loyalty program to appeal to everyone from sole traders to large companies with several hundred employees.

Qantas group CEO Alan Joyce said the program was a natural extension of the existing loyalty program which has become a pivotal part of the business.

“The success of our Frequent Flyer program shows that people like to be rewarded for their loyalty to Qantas, and that Qantas Points are something they really value. We think the same is true of small business,” Joyce said.

“We expect some companies will use the points they earn to reward employees, perhaps through incentive trips for high performers. Others will use them on flights to help reduce their overall travel costs.”


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