New Qantas TV ad marks start of Qantas-Emirates alliance

By David Flynn, April 4 2013

Get ready for a bit of armchair travel with the latest TV commercial from Qantas, which marks the debut of the Qantas-Emirates alliance.

Filmed around the world, the two-minute advertisement signifies the Red Roo's global network and its partnership with Emirates – a move underscored by the 'Together connecting the globe’ tagline at the end.

Sydney, London, New York, Los Angeles, Singapore, Paris and of course Dubai all get a look-in.

(Curiously, Qantas appears to have called the ad 'What a Wonderful World': a true and commendable sentiment, but don't expect to hear that classic tune sung by Louis Armstrong, or anybody else for that matter, coming over these globetrotting grabs.)

We reckon it's a big improvement over last year's ad, set to music by Silverchair frontman Daniel Johns, which kicked off a new but seemingly short-lived marketing booster for Qantas and bid farewell to the iconic “I still call Australia home” campaign.

What's your take?

David

David Flynn is the Editor-in-Chief of Executive Traveller and a bit of a travel tragic with a weakness for good coffee, shopping and lychee martinis.

Qantas - Qantas Frequent Flyer

18 Oct 2012

Total posts 122

I think its good, Lets wait for the Etihad/ VA  to come out with one any day I should imagine , its only a matter of time.

Anyone see the new Etihad add in the Melbourne Age today? quite interesting Etihad angle  too, and actually the comparisons/ diferrences are quite interesting. check it out.

AlG
AlG

04 Nov 2010

Total posts 674

I can't see the sense in this. Of the destinations shown, all but one (Dubai) was already part of the Qantas network, even Paris which you could do via Singapore on a QF-AF codeshare.

So what is the point of showing the same places we've always been able to fly to?

I would have thought an advert to promote the Qantas-Emirates alliance would have shown a stack of exciting destinations that are now just one stop away from Dubai, and maybe also featured some nice footage of the Emirates Dubai lounges and their Qantas Sydney equivalents to cap things off.

But honestly, this ad could have been made last year, or the year before that, or any time back to 2000 maybe, because except for Dubai these are places Qantas already flew to!

CL9
CL9

22 Mar 2012

Total posts 200

Good alliance, but I find it rediculous how that tagline at the end says how "Together connecting the globe". More like Emirates 99% of globe connecting and Qantas 1%, Qantas has a tiny Intl network compared to Emirates, and the only benefit for EK seems to be codesharing on QF domestic flights!

07 Oct 2012

Total posts 1229

You're right, Qantas is definately the smaller international player. But not only does EK get QF domestic flights, it gets QF corporate travel, QFF, those customers from ADL,PER &BNE that book with QF to Europe, removal of QF as a competitor and 2 early arrivals and late departures into LHR.

Qantas gets to serve a whole bunch more of destinations without their own costly metal, gets EK feed between DXB-LHR, gets EK domestic feed and removes Emirates as a competitor.

07 Feb 2013

Total posts 19

Agreed, but as an ad it's 100% better than the horrible "You're the reason we fly" ad with Daniel Johns music (and don't get me started on that execrable cricket safety video....).  Maybe it's just me but I thought the "I still call Australia home" approach was still effective - simple and powerful.

CL9
CL9

22 Mar 2012

Total posts 200

Yeah, definitely!

04 Apr 2013

Total posts 1

Not too bad - it seems a bit boring...

I realise that it is to promote the EK/QF tie up - but for me, I still can't go past the 'I Still Call Australia Home' campaign.  It stills sends shivers through me whenever I watch it!

07 Oct 2012

Total posts 1229

I like this ad, but agree that for 'I still Call Australia Home' is QF's best.

Qantas - Qantas Frequent Flyer

04 Feb 2013

Total posts 45

Great footage, music a bit bland though...

Qantas - Qantas Frequent Flyer

03 Apr 2013

Total posts 47

Great ad!

Qantas has really improved I flew with them a few days ago from MEL-PER and I thought I was on a different airline!!

great job QF you're up there!!!!!!!!!

Qantas - Qantas Frequent Flyer

25 Sep 2012

Total posts 18

It's not bad, but still a bit lame. And come on Qantas, you're not connecting the world, you're just assisting Emirates with its world domination plan. 

Virgin Australia - Velocity Rewards

24 Aug 2011

Total posts 736

It's funny 'cos it's true. 

Qantas - Qantas Frequent Flyer

18 Oct 2012

Total posts 122

Re  QF Corporate flyers using EK, That only means the corporates get to use a more premium product than what they are used to , and have more choice of destinations, BUT , They are still purchasing QF tickets so EK are going to loose lots of $$ out of this .

EK staff are already freaking out at the drop of sales .

Cant see this lasting too long

07 Oct 2012

Total posts 1229

I doubt (very much) that EK would have partnered with QF if it wasn't in their interest. Unless some other evidence is provided to the contrary, I will provide more weight to EK's own due diligence.

Additionally, just because QF sells the tickets, it does not mean QF keeps the revenue. This is not a the same as QF/BA where they shared revenue and risk. QF sells the ticket with access to agreed partner rates and keeps a small percentage of the sale. EK gets the rest of cash. It's no different to VA selling SQ tickets.

Qantas - Qantas Frequent Flyer

18 Oct 2012

Total posts 122

Thanks for your feedback hutch , I agree that EK would not have partnered with QF if it was,nt in their interest.but i was only stating what EK staffers had passed onto me. (maybe they are incorrect)

 

01 Feb 2012

Total posts 370

It's not bad, but who else likes the air Asia ad better?

CL9
CL9

22 Mar 2012

Total posts 200

Me for one...

Qantas - Qantas Frequent Flyer

04 Oct 2012

Total posts 150

Why is New York City in there? 

I really like the ad, much better than that silverchair thing they did which was just cringe worthy and "oh look its sydney" and here is "another shot of sydney..and here is another shot of.... "sydney"...and guess what is next? another shot...surprise! "sydney"...

Clearly emirates has had a lot of influence with making ad, because its similar in style with the other emirates ads.

Singapore Airlines - KrisFlyer

26 Jul 2012

Total posts 32

Interestingly Etihad is to turn 10yrs old in early Nov this year, and both EK and QR at the same period had 16 and 21 aircraft respectively, EY has 72. Both EK and QR did not have the global reach that EY has at the same 10 yr period, and not forgetting the ownership stakes and airline agreements EY has in place. EK since that 10 yr period has grown in the last 18yrs from 16 a/c to over 200 a/c, QR has over 100 a/c. This is the first time EK has really stepped "outside" of itself. There might be some merit in QR and BA joining forces through DOH to Australia. I think the issue of EK not being a member of Oneworld is a little confusing to the average pax, when QR is a member or about to be! Food for thought!

Qantas - Qantas Frequent Flyer

18 Oct 2012

Total posts 122

Yes I have always thought that EY is the sleeping giant . Good point David!


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