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!

Error: Please check your email address.
Show Comments

Blog Posts

Innovations in retail will bring creative and technology closer than ever

While approaching a customer in a shop and asking what you can help them with is Retail 101, how many of us actually enjoy being approached? Generally, you have to give the forced, fake smile and say, “Just browsing, thanks,” while screaming on the inside, “just leave me alone!” Maybe it’s just me?

Jason Dooris

CEO and founder, Atomic 212

There’s a brand in my digital soup

Not a day passes by in the life of business executives where digital innovation or the prospect of disruption is not front of mind. This in turn, drives an unrelenting flow of questioning, discussion and strategy papers.

Jean-Luc Ambrosi

Author, marketer

Can marketers trust agencies again?

Unless you’ve been marketing under a rock, you’ll probably have questioned whether your media agencies are offering you transparency.

Nic Halley

Founder and managing director, Mindbox

Nice post Brad! very useful information. The retail stores are really mean for every brand I am agree with you. Now Online Service Market...

Srialto

The rise of online retail marketplaces and what they mean for brands

Read more

Minor correct Nadia, just wanted to clarify that the "Marketo consultants" that did this work, were actually Hoosh consultants

Fab Capodicasa

What it's taking for Edible Blooms to grow a stronger personalisation strategy

Read more

Im not surprise though, been in the industry for couple of years and I feel and see it with my tow eyes how eCommerce platforms innovated...

Jason Smith

Australia Post earmarks $20m for Australian ecommerce innovation investment

Read more

For marketers that are "going Agile" I recommend using Ravetree. It's a really powerful suite of tools for Agile project management, reso...

Janice Morgan

7 ways to run your marketing department like a software startup

Read more

Over the years very part of our lives has become technological. That’s why I am not surprised to see that Australian home loans are going...

GreatDayTo

Why Aussie Home Loans is embracing digital transformation

Read more

Latest Podcast

More podcasts

Sign in