Qantas launches campaign to make brand 'feel like home'

Brand campaign comes after a tough year for the Australian airline

Qantas has taken the wrappers off an emotionally led brand campaign aimed at cementing its role in bringing Australians back home to their loved ones.

The ‘Feels like Home’ campaign is aimed at reconnecting Australian audiences with the brand, and stretches across all channels. It comes after a year of restructuring and job cuts off the back of severe financial losses at the airline, along with significant competition from Virgin Australia domestically.

Tourism Australia also recently announced an expanded partnership with Virgin Australia in 2015, making it the largest airline partner for the national tourism body.

The ‘Feels like Home’ campaign is built around telling the story of five Australian travellers returning home. The airline has created five 60-second videos, each of which shares one of the five homecoming stories from Pilbara, Western Australia, Hong Kong, London, Los Angeles and Santiago, Chile. It has also created a two-minute extended clip showcasing all five stories.

Qantas has opted to drop its longstanding musical tune of choice, I still Call Australia Home, in favour of a new version of Randy Newman’s song, Feels like Home, sung by Australian singer, Martha Marlow.

The brand campaign encompasses TV, print, outdoor advertising, cinema and online advertising. Qantas said content will also be utilised across other customer interactions including social media, Frequent Flyer member newsletters, while the music will also be played on-board flights.

The advertising program launches from this weekend and was the brainchild of Neil Lawrence and Lawrence Creative Strategy.

Qantas Group CEO, Alan Joyce, said the brand campaign overhaul was about reinforcing Qantas’ position bringing Australians home from all over the world.

“The stories we’re telling through this campaign are repeated everyday across our network. They reflect the special pull of home, the love of family and friends, and the way Qantas helps bring Australians together around the country and around the globe,” he said.

Filming took place in Hong Kong, LA, London, Santiago/Valparaiso, Pilbara, Sydney and the NSW south coast.

More on Qantas

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Why you can’t afford to fail at CX in 2019

In 1976 Apple launched. The business would go on to change the game, setting the bar for customer experience (CX). Seamless customer experience and intuitive designs gave customers exactly what they wanted, making other service experiences pale in comparison.

Damian Kernahan

Founder and CEO, Proto Partners

Natural born leaders

Many business and marketing managers progressing to leadership positions face evolving their focus from operational matters to strategic decision making and planning.

Jean-Luc Ambrosi

Author, marketer

Using artificial intelligence to surprise your customers

​We have expected artificial intelligence (AI) will become part of our everyday lives for quite some time.

Katja Forbes

Founder and chief, sfyte

Just printed out this Brad Howarth screed to read tomorrow. I need a good laugh once in a while. Or maybe shed some manly-man tears at th...

Larry A Singleton

What a diversity agenda has done for Kellogg's staff and innovation engagement

Read more

Morons. PC Nazis infiltrating and subverting every level in our lives.These scum have destroyed our education system.Read FrontPage Magaz...

Larry A Singleton

What a diversity agenda has done for Kellogg's staff and innovation engagement

Read more

It is an accepted fact that in the present times the mass makes use of digital marketing more often and are more and more enlightened wit...

Digital Marketing Course in Ja

Why RMIT is partnering with Adobe for digital marketing learning

Read more

If men were really the dominating brutes that feminist make them out to be ,then women really would be second class citizens. Without th...

aaron

Analysis: Gillette's latest ad only proves why brands standing for positive change is vital

Read more

In 2019 Augmented Reality plays a vital role in marketing campaign its new way to engaged user with digital content. Try Augmented Realit...

hill william

Predictions: 9 digital marketing trends for 2019

Read more

Latest Podcast

More podcasts

Sign in