Qantas will launch a king-sized kicker for its frequent flyer scheme, starring none other than NASA's Mars Rover 'Curiosity' – or more accurately, a replica of the car-sized robot, as the real thing which is currently busy trundling around the red planet.
The Curiosity clone will feature in TV, outdoor and online advertisements from next month in a campaign designed to encourage frequent flyer members "to discover the full potential of the program."
“We are thrilled that NASA has given us permission to make the association with their Mars Rover for the campaign and to build a motorised replica" said Lesley Grant, CEO of Qantas Loyalty, who added that Curiosity was chosen "because she symbolises the spirit of exploration – including a clear link to travel."
“She carries the simple message that there are lots of parts of the Frequent Flyer program and a bit of exploring will help make the most of them."
The campaign was shot in Sydney’s CBD and outback Australia, and will show Curiosity driving through the shops of several program partners as well as airports.
It will also include promotion for the new Qantas Cash card, which introduces a prepaid MasterCard travel money card onto the smartchip-enabled Qantas Frequent Flyer card to create what Qantas CEO Alan Joyce has called "the Swiss Army Knife of cards".
Qantas has over nine million frequent flyers on its books, and that number is expected to top 10 million before year's end.
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