Qantas unites Instagram with consumer’s email in new out-of-office travel campaign

Travelogue links a customer's social media account to their email to deliver dynamic responses to those receiving out-of-office messages

Qantas has rolled out a new campaign called ‘Out of Office Travelogue’ aimed at transforming a user’s out-of-office auto reply into a real-time travel journal.

The new campaign has been created in partnership with creative agency, The Monkeys, and works by connecting a consumer’s email to their Instagram account. It then automatically pulls through any images uploaded to the social media side by the user with the hashtag #qantasoutofoffice and sends an email to those who’ve tried to contact the consumer with a collection of their holiday snaps.

The use of the hashtag allows users to curate the pictures they want shared, both from public and private Instagram accounts, as well as include a quick message about their travels. The Qantas Out of Office Travelogue works on all Office 365 emails and all Gmail accounts, including other domains that use the Gmail inbox.

“The traditional out-of-office message can be both generic and impersonal in nature and from our research, 60 per cent of employees say they appreciate receiving something more creative,” said Qantas Group executive brand, marketing and corporate affairs, Olivia Wirth.

“We know that tips from friends and colleagues are the highest driver for people when choosing their next holiday destination, so we saw an opportunity to encourage travel through the millions of out of office emails being sent every day.”

“We’re thrilled about partnering with Qantas to create and develop a new product and service,”said The Monkeys co-founder and chief creative officer, Justin Drape. “Qantas has always been an innovative company, and this is just one more example of the group improving an experience for its customers.”

Instagram brand development lead for Australia and New Zealand, Sophie Blachford, also saw Qantas as an innovator in the aspirational travel space.

Qantas Out of Office Travelogue is a unique and clever platform for an airline because most people who are travelling will activate their out of office as their final gleeful gesture before jetting off,” she added.

The ongoing campaign is open to any consumers and does not require Qantas loyalty program membership.

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




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

The purpose of purpose

Everyone knows the 4 P’s of marketing: Price, product, promotion and place. There is now a fifth ‘P’ in the marketing mix.

What does it take to be an innovation leader?

To thrive in an increasingly complex and unpredictable new world, organisations will need to innovate, and leaders will require the necessary skills to do so. Here,

Evette Cordy

Co-founder, Agents of Spring

3 marketing mistakes to overcome when courting prospective customers

Marketing that urges respondents to ‘buy now’ is a little like asking someone to marry you on your first date. At any time, only 3 per cent of the market is looking for what you’re selling, so the chances of your date randomly being ‘The One’ is pretty slim.

Sabri Suby

Founder, King Kong

We can't overlook mobile. Each passing day people are on their phones more and more

This Is My South Bay

What the 5G revolution will do to mobile marketing

Read more

An article largely re-purposed from things other people have said 5+ years ago – what's more, they said it better.

hogwash

The purpose of purpose - Brand science - CMO Australia

Read more

talking about the 4 p's:https://www.tripleclicks.co...

kigoma divin

The purpose of purpose - Brand science - CMO Australia

Read more

Interesting blog, good information is provided regarding Design Thinking For Business Strategy. Was very useful, thanks for sharing the b...

Tanya Sharma

Is design thinking the answer for the next generation of marketing?

Read more

Hi all,Good Post! Thank you so much for sharing this pretty post, it was so good to read and useful to improve my knowledge as updated on...

Jules john

To DMP or not to DMP? - Marketing automation - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in