Qantas recruits employees to promote its new Dreamliner

Qantas has unveiled its latest campaign to promote its new Boeing 787-9 Dreamliner, recruiting employees to share their stories of how they became part of the Qantas crew.

The series includes profiles on an engineer who grew up in country Queensland, a pilot who grew up travelling with his mother who was a Qantas hostess and a cabin crew member who often travelled back home to Turkey.

Olivia Wirth, Qantas chief customer officer, said in a statement: “It’s our people’s dedication and passion for what they do, combined with our desire to innovate, that makes travellers want to fly Qantas.

“It was important to feature real Qantas people as they offer an authentic passion and excitement for the arrival of the 787 Dreamliner. The look on their faces when they see the Dreamliner for the first time says it all.”

Each Qantas staff member shares their stories as to why they have a passion for flying and what it is that inspires them.

In May earlier this year, Qantas asked Australians to name the new Dreamliner Fleet  with the winning names being Great Barrier Reef, Boomerang, Skippy, Waltzing Matilda, Uluru, Great Southern Land, Dreamtime and Quokka.

These names will be painted below the cockpit on each aircraft.

Ben Sampson, creative director at The Monkeys, said: “Being able to show the human side of something as technologically advanced as the new Qantas Dreamliner was a nice creative opportunity, and suited the Qantas brand perfectly.”

The campaign is set to roll out across TV, outdoor, digital and social media.


  • Creative agency: The Monkeys
  • Co-Founder and Chief Creative Officer: Justin Drape
  • Creative Director: Ben Sampson
  • Copywriters: Chelsea Parks & Hugh Gurney
  • Head of Planning: Michael Hogg
  • Strategic Planner: Henry Bilston
  • Managing Partner: Matt Michael
  • Group Content Director: Humphrey Taylor
  • Senior Content Director: Samantha Heckendorf
  • Senior Content Manager: Demi Nielson
  • Head of Production: Thea Carone
  • Senior Integrated Producer: Sally Lankshear
  • Senior Digital producer: Kit Peebles
  • Digital Art Director: Eva Godney
  • Production Company: Collider
  • Director: Rob Stanton-Cook
  • Executive Producer: Rachael Ford-Davies
  • Producer: Annie Schutt
  • DOP: Kieran Fowler
  • Editor: Lucas Baynes, ARC
  • Grade & Online: White Chocolate
  • Music & Audio Post: Song Zu
  • Photographer: Paul Blackmore, Red Door Productions
  • Retouching: Cream Studios
  • Media Agency: OMD
  • Business Director: Dorothee Gomez
  • Account Director: Caroline Fiechter
  • Account Manager: Christian Bendelack
  • Trading Director: Anastasia Nicholas

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