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
Error: Please check your email address.
Show Comments

Blog Posts

Social purpose: Oxygen for your brand health vitals

If trust is the new currency, then we’re in deep trouble. Here's why.

Carolyn Butler-Madden

Founder and CEO, Sunday Lunch

Customer experience disruption: Healthcare faces a bitter pill

Over the past decade, disruptors such as Amazon, Apple and Australia’s Atlassian have delivered technology enhanced customer experiences, which for the most part, have improved customers’ lives and delivered unparalleled growth. Can they do the same for healthcare?

Alex Allwood

Principal, All Work Together

How can a brand remain human in a digital world?

Some commentators estimate that by 2020, 85 per cent of buyer-seller interactions will happen online through social media and video*. That’s only two years away, and pertinent for any marketer.

James Kyd

Global head of brand strategy and marketing, Xero

https://bit.ly/2qLgzmR Transform your life a proven digital blueprint

Okitoi Steven

How this banking group tackled a digital marketing transformation

Read more

Its great to hear that companies including JCDecaux, oOh!media, Omnicom and Posterscope Australia have all partnered with Seedooh inorder...

Blue Mushroom Infozone Pvt Ltd

Out of home advertising companies strive for greater metrics and transparency

Read more

Much ado about nothingAnother fluff piece around what it could possibly do rather than what it is doing

gve

How AMP is using AI to create effortless ‘experiences’

Read more

is it true that Consumer expectations are also changing as a result. If we trust someone with our data there is also an expectation that ...

Sunita Madan

Society will decide where digital marketing takes us next: Oracle

Read more

This Blog is Very interesting to read and thank you for sharing the valuable information about Machine Learning. The information you prov...

johny blaze

What machine learning has done for the Virgin Velocity program

Read more

Latest Podcast

More podcasts

Sign in