Qantas launches The Voice sponsorship content

Qantas kicked off its campaign as part of its sponsorship of The Voice overnight on Channel Nine with a series of pieces of content created by Big Red.

The campaign marks the first time the airline has sponsored a music TV talent show, with it featuring audio clips of contestants talking about their musical journey leading up to the show.

Running throughout the series, Qantas will also have in-show integration including the airline being the travel partner of the third series of the show, with the sponsorship covering flights for contestants.

Big Red is best known for its ads for Coles, and has recently picked up the Bupa account.

Olivia Wirth, group executive, brand, marketing and corporate affairs, said: “This is an exciting new marketing opportunity for Qantas and our sponsorship of The Voice not only offers terrific brand exposure through one of the highest rating programs in the country, it also gives us the opportunity to showcase our latest products, services and retail campaigns via clever and entertaining integrations.

“Traditional marketing campaigns still have their place however we see great opportunity around using creative sponsorship partnerships more and more to help deliver our desired marketing and commercial outcomes.”


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