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
In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.
There’s no denying there’s been a whirlwind of response to the imminent demise of the third-party cookie from all parts of the industry. But as we’ve collectively come to better understand the implications, it’s clear this change is giving the digital advertising industry the opportunity to re-think digital marketing to support core industry use cases, while balancing consumer privacy.
The COVID-19 pandemic has exposed brands’ CX shortcomings and a lack of customer understanding. Given ongoing disruption, customer needs, wants and expectations are continually changing, also causing customers to behave in different ways. Just look at hoarding toilet paper, staple and canned food, medicinal and cleaning products.
Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.
Was really informative. Customer retention is very important for companies as retaining customers are simpler compared to making new ones...
Bhooshan Shetty
Gartner survey: CMO spending hit by COVID-19
Couldn't agree more!The way AI and machine learning as evolved over these years, it has completely changed the look of marketing and cust...
Bhooshan Shetty
Marketing 2030 and the rise of the machines
JP 54, D2, and D6 EN590,JET A1 AVAILABLE ON FOB DIP AND TEST IN SELLER TANKWe Can supply Aviation Kerosene,Jet fuel (JP 54-A1,5), Diesel ...
Collins Johnson
Oath to fully acquire Yahoo7 from Seven West Media
This article gave me a better understanding about content creation. I learned a lot like this website https://a2designlab.com/ also offer...
Ryota Miyagi
How Remedy is using digital marketing and commerce to drive conversion
JP 54, D2, and D6 EN590,JET A1 AVAILABLE ON FOB DIP AND TEST IN SELLER TANKWe Can supply Aviation Kerosene,Jet fuel (JP 54-A1,5), Diesel ...
Collins Johnson
Oath to fully acquire Yahoo7 from Seven West Media