Qantas has launched a new brand positioning – “You’re the reason we fly” – as the airline sets out on what marketing boss Lewis Pullen today described as “the most multi-channel, multi-dimensional campaigns ever launched in Australia”.
Pullen, Qantas’ executive manager of marketing briefed the airline board on the new brand direction last night and revealed it at a press conference this morning.
Pullen, left, and Mojo chief creative officer Craig Davis with the concept he wrote for Qantas
The new campaign for Qantas will see a Mojo-led project designed to tap into the mass personalisation marketing used by the likes of the Share A Coke campaign and the Bonds Birthday Project.
A Qantas A380 and a Boeing B737 will have the “Spirit of Australia” slogan changed to “Spirt of Australians”. Consumers will be asked to upload their names in the hope of having them appear as one of hundreds emblazoned on the planes. They will also be invited to upload photos of themselves which may be used as part of a mosaic of faces in the end frame of the company’s next TV ad.
A further element of personalisation will see those photos served in personalised online ads. This will be delivered to consumers as they surf major Australian sites including the news Limited, Fairfax and Google networks, thanks to a cookie dropped on their computers. The digital element of the campaign is being carried out by Amnesia Razorfish.
Customers who have the Qantas app open on their smartphones will also be served personalised ads when they pass a number of Adshel digital billboards.
The campaign is aimed at the domestic market. Droga5 was announced as the airline’s global creative lead at the beginning of the month.
I Still Call Australia Home will still be used by Qantas, but mainly in connection with major national events, Pullen said.
Pullen did not disclose the budget of the campaign but said that a significant element would be on Qantas’ own properties including inflight TV and its own website. He said: ‘I would not say paid media is the last resort but we are very sensitive to the spend.”
The campaign kicks off in the weekend press, with the invitation to the public to upload their names and pictures running until July 19. Pullen did not disclose details of the next three phases, although they are labelled “celebrate and Olympics”, “Thank you” which will include a TV ad and “Prove”
Pullen said: “It’s probably one of the most multi-channel, multi-dimensional campaigns ever launched in Australia.”
Press ad for announcement phase:
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Press ad for invitation phase:
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