Qantas is set to embark on a multi-million dollar advertising campaign built around the new tagline “You’re the reason we fly”.
The campaign will include the airline’s biggest ever social media push, which will include emblazoning the names of thousands of Australians onto the side of a Qantas Airbus A380 and Boeing 737.
People can submit their name at the new Qantas.com/You website, and also upload a photo which can appear in online and TV advertisements.
“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” explains Qantas Executive Manager Marketing Lewis Pullen.
Put your name on a plane...
“We’re hoping we can get around 1,600 names on the A380” Pullen told Australian Business Traveller.
Qantas will set up photo kiosks at Westfield shopping centres in Chatswood (July 5-8), Bondi Junction (July 12-15) and Doncaster (July 12-15) where people will be able to get a hair and make-up ‘touch up’ and a professional photo to be used to participate in the campaign.
The airline has also created special Qantas You apps for the iPhone and iPad plus Android devices, and developed what it claims to be world-first ‘personalised banner ads’ placed on selected websites, which will show your submitted picture in the advertisement.
This will be followed in early July with digital billboards, including a 3.5m display at Sydney’s Town Hall railway station, where people using the Qantas You app will automatically see their name and photo appear in the displayed Qantas ad.
But they still call Australia home
However, Pullen is quick to assure that Qantas’ iconic “I still call Australia home” campaign – which launched over a dozen years ago, with the Sydney Olympics in 2000 – isn’t being put out to pasture.
“There’s no doubt customers love it and it will still play an important role for us, especially around national occasions” Pullen says. “It’s very much our ‘national anthem’.”
As part of the campaign, Qantas has also subtly changed the slogan on the sides of two aircraft from “Spirit of Australia” to “Spirit of Australians”, as featured in the video below.
Avoiding the #QantasLuxury #fail
Following the trainwreck of last year’s ill-timed #QantasLuxury contest on Twitter, Pullen is well aware of the risks involved with asking people to submit a name or a photo which will then be used in advertising.
“One thing I would say is we’re had a lot of experience in that area!” he admits. “But we’ve gone through risk assessment with this, we have things in place to make sure it’s not abused. There is a 24 hour period where we will assess the name and picture before publishing it.
"We’re confident that we have enough safeguards to do this well but also have a lot of fun with it. We’ve also gone through a lot of legal terms and conditions to get this right and respect people’s privacy. I think it’s a fairly innocent campaign.”
“This is just the first stage of the campaign, encouraging people to get involved and be part of the conversation” Pullen adds. “It build to a crescendo after the Olympics, to a final phase that’s about substantiating our brand proposition – that you’re the reason we fly.”
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