Qantas launches post-crisis customer reassurance campaign

Qantas has launched a national print campaign to win back customers after the weekend’s crisis.

The airline has taken ad space in the Sydney Morning Herald, The Australian and the Australian Financial Review.

Qantas spokesperson Sophia Connelly told Mumbrella about the brief for agency M&CSaatchi: “It was straightforward to be able to communicate with our customers that they could travel with Qantas with confidence – their flight would not be re-timed or cancelled as a result of strike action.”

The ad reads ‘Qantas is back to schedule’, then follows: “We deeply regret the impact of our fleet being grounded. We now have certainty for our customers following the Fair Work Australia decision.”

“Since the industrial action is over, no more aircraft can be grounded and no services cancelled as a result of industrial action. You can now book Qantas flights with confidence and certainty. If you’re one of our customers directly affected by the grounding, you can look forward to a special thank-you, to be announced soon. The latest information is always available at”

Coinciding with the campaign Alan Joyce, CEO of Qantas Airways, sent an apology email to all frequent flyers. This read:

While I deeply regret the short-term impact of the fleet being grounded, following the Fair Work Australia decision we now have absolute certainty for our customers. No further industrial action can take place. No more aircraft will be grounded and no services cancelled as a result of industrial action.

Our focus now is on our customers. We want to restore your faith by returning our on-time performance to its normal high levels, continuing to invest in new aircraft and lounges and ensuring the best possible in-flight experience.

On Monday, James Wright GM of Red Agency told Mumbrella: “The brand will never be the same again. Qantas has been described as a pillar of the business sector and part of the national psyche. But in the future, it could just become another airline – that’s the danger.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.