Qantas offers to pay for Americans’ passports if they travel to Australia

Qantas has offered to pay for Americans’ passports if they book a trip to Australia with the airline in its latest US marketing campaign.

Created by BWM Dentsu Sydney, the ‘Not Your Typical Airline’ campaign evolved from Tourism Australia research that found while Australia tops the travel bucket list for Americans, only 40% of Americans hold a valid passport.

“The thing is, if you want to come and explore our beautiful country, you need a valid US passport, but not everyone has one,” the Qantas pilot says in the advert.

For those Americans who do have a valid passport, the airline says it will still give the travellers $135 back on the ticket price as a “contribution” to their next passport.

The campaign includes digital banners ads which promote iconic Australian locations including the Great Barrier Reef, Uluru and other water holes and hiking trails across the country.

Olivia Wirth, chief customer officer at Qantas, said in a statement: “We want to make this process easier and offer our American customers US$135 off the price of their fare, essentially covering the cost of a new passport.

“As Australia’s national carrier we are proud and excited to share all that Australia has to offer – and with this campaign we are keen to help boost tourism to our cities, towns and regional areas at the same time.”


  • Agency – BWM Dentsu Sydney
  • Chief Creative Officer – Rob Belgiovane
  • Executive Creative Director – Asheen Naidu
  • Senior Copywriter – Oskar Westerdal
  • Senior Art Director –  René Schultz
  • Senior Strategic Planner – Caitlin Schuch
  • Client Service Director – Brent Kerby
  • Account Director – Bonnie Ledsam
  • Senior Account Manager – Chris Murphy
  • Agency Producer – Emma Durlacher
  • Production Company – Infinity Squared
  • Director – Melvin J Montalban
  • Executive Producer – Cathy Rechichi
  • Producer – Caroline David
  • Sound Post Production – Rumble Studios
  • Executive Producer – Michael Gie
  • Sound Designer – Cam Milne

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