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

How service heterogeneity is impacting engagement

Marketers have long known the importance of standardising products to assure quality and consistency. For services, however, standardisation is much more complex.

Dr Chris Baumann

Associate professor, Macquarie University

Kindness matters in business: why the nice guys finish first

A recent 1000-page Royal Commission report on misconduct in Australia’s financial sector revealed hair-raising stories of excessive commissions, rampant mis-selling and charges levied on the dead. So how do you stop a bank from misleading its customers?

Nick Liddell

Director of Consulting, The Clearing

Myer vs. David Jones: Do cyborgs win?

As two of Australia’s stalwart brands in Myer and David Jones continue their respective journeys through troubled waters, it heralds yet another sign of the shifting business environment and shift towards an experience economy.

Tom Uhlhorn

Founder and strategy director, Tiny CX

nice article

meripadhai

5 things marketers need to do to get better in buy in when presenting

Read more

International business is closely related to marketing or marketing activities carried out by the company. According to Gitman and McDani...

Eko Prasetyo Utomo X

Salesforce: The age of the marketing campaign is over

Read more

Back in 1968 Holden began an appeal to customers who have an interest in competition. It did this with the introduction of the HK GTS 32...

Ben Tate

Marketing professor: For Holden, brand nostalgia ain’t what it used to be

Read more

Your blog post is really good and informative. Thanks for taking time to provide us this useful information with us.Auto wrapping uaeADF ...

Yes Machinery

Image intelligence:10 must-see infographics for marketers

Read more

A debt of gratitude is in order for sharing this marvelous information.I have taken in numerous things from your post

digitech Classes

Lumen CMO strives to make the brand synonymous with anti-ageism

Read more

Latest Podcast

More podcasts

Sign in