Qantas have launched the first phase of its new
advertising campaign titled You're The Reason We Fly. The campaign focuses on
Australians and encourages Australians to get involved and be part of the new
marketing activity.
Qantas Executive Manager Marketing Mr Lewis Pullen said the
campaign celebrates the new spirit of our country and more importantly our
people, 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 Mr Pullen.
"The new campaign focuses on our customers, so much so,
that we're asking all Australians to be a part of the campaign," said Mr
Pullen. "To support this, we've added an 'ns' to our tag line the Spirit
of Australia on two of our aircraft, an Airbus A380 and a Boeing B737 so they
will now fly with the Spirit of Australians emblazoned on the side of the
aircraft. This activity is captured as part of a documentary that acts as a
teaser for the first part of our campaign."
Qantas employees and two Qantas ambassadors Mark Webber and
Steve Hooker feature in the documentary representing the Spirit of Australia.
The teaser campaign is supported by a print and digital campaign also in market
today.
"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."
Hundreds of people will be selected to have their name
painted on the side of an aircraft by the end of July. Everyone who uploads a
photo will also go into the draw to have their photo form part of a mosaic in
the new television commercial, and go in the draw to win five lots of 500,000
frequent flyer points.
All photos and names will be housed on the Qantas Hub at
qantas.com/you, the online site where people can register to participate in the
activities. To encourage people to be part of the activity, Qantas will set up
photo kiosks at Westfield shopping centres in Westfield Chatswood (5-8 July),
Westfield Bondi Junction (12-15 July) and Westfield Doncaster (12-15 July)
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.
In a world first, the campaign will deliver a deployment of
cutting edge technology to consumers via Adshel Digital Vista sites including a
3.5m wide display in Town Hall train station in Sydney. This will be live in early July and
customers using a Qantas app will automatically see their name and image within
the Qantas ad display in real-time.
In another world first, Qantas customers will be able to
feature in their own personalised banner ads whenever they visit any site
displaying the Qantas campaign such as Google, Fairfax or NewsLtd online sites.
As part of the campaign, Qantas will also donate $5 to
Mission Australia
for each photo uploaded to the value of $100,000.
The new multi-platform marketing campaign will also include
a number of print, digital, outdoor and TVC executions which will be announced
and rolled out in coming months. This first stage encourages people to get
involved and be part of the campaign. Further details will be unveiled as the
campaign progresses.
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