Qantas has launched the first phase of a new advertising campaign entitled ‘You’re The Reason We Fly’.
The domestic campaign focuses on encouraging Aussies to fly with the national carrier by, according to Qantas, celebrating the “spirit of our country” and the “spirit of Australians”.
“We’ve been flying with the ‘Spirit of Australia’ on our planes for over 20 years and in that time we’ve changed a lot and we know that Australians have been changing too. As Australia’s airline, we’re working hard to meet those expectations,” said Qantas’ Executive Manager Marketing, Lewis Pullen.
“The new campaign focuses on our customers, so much so, that we’re asking all Australians to be a part of the campaign,” he added.
To support the campaign, Qantas has changed the ‘Spirit of Australia’ slogan written on its aircraft to ‘Spirit of Australians’. The new strapline will feature on two aircraft – an Airbus A380 and a Boeing 737. The campaign will be supported by a documentary as well as print and digital ad campaigns. A new microsite, qantas.com/you, has also been created to support the campaign.
“Over the next two weeks we’re asking Australians to upload their photo and name via qantas.com/you or by using a specially developed mobile phone or Facebook app. Those people will then have the chance to appear in the end frame of our new TV commercial or win the opportunity to have their name painted on the side of an A380 or B737 aircraft,” Pullen explained.
People uploading their photos will have their names painted on the side of an aircraft by the end of July, while a draw will be made to see which pictures form part of a mosaic in the new television commercial.
As part of the campaign, Qantas will also donate AU$5 to domestic charity Mission Australia for each photo uploaded to the value of US$100,000.
