Qantas promotes frequent flyer points asking ‘Why not?’ in latest campaign

Qantas is asking Australians to think about being spontaneous, surprising someone and treating themselves in a campaign which asks ‘Why not?’

The campaign, created by BWM Dentsu, is promoting the airline’s frequent flyer program.

All the ads are backed by the instrumental version of ‘Feels like home’.

Nadim’s story tells why he has booked a trip to the beach for his family, detailing how “easy it was” to earn the points to make the trip happen.

Another ad based on Nadim shows him surprising his daughter by coming home and booking their family’s beach holiday.

The ‘Why not be spontaneous?’ ad shows the story of Kari going on a work holiday while her family goes camping in their own home.

Kari then decides to book a holiday on frequent flyer points for her and her husband to actually go camping in Uluru.

The ‘Why not treat yourself?’ ad shows George’s work trip to Tokyo for Bluethumb, hoping to sell some work for the artists he represents as he puts on an exhibition.

In the end George decides to book an upgrade to business class with frequent flyer points on his return home.

The ads list ways in which people can earn frequent flyer points such as buying wine through Qantas, putting foreign currency on a Qantas cash card, credit card purchases, car hire, booking hotels and AirBnb.

Stephanie Tully, Qantas chief marketing officer, said: “With nearly 12 million members and having just turned 30, the Qantas Frequent Flyer program is well-known but not everyone knows about the breadth of the program. The ‘Why Not?’ campaign is about showing people how easy it is to earn and use points and the benefits and recognition that come when you fly with us frequently, like access to our renowned lounges and upgrades.

“We know people have a strong emotional connection with Qantas when they fly and we want to remind them of the value of being a Qantas Frequent Flyer member too.”

Asheen Naidu, ECD at BWM, said in a statement: “We uncovered the insight that when you pay for something with points, it’s different. Points are a different type of currency – one that gives people permission to do the things we wouldn’t normally do with our own money. So we created a campaign that championed the freedom Qantas Points gives people.”


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