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Getting a profitable bum on an aircraft seat isn’t easy (even when your destination is Australia); competition is fierce and people’s motivations to buy and fly are different.
The Qantas marketing calendar is packed and varied, with campaigns targeting everything from once in a lifetime holidays and family reunions to business trips and tourist board collaborations.
One thing unites all of this activity and sets our work with Qantas apart from the competition; insight. We know our travellers, we speak to their motivations and we bring to life a flawless customer experience from rainy take off to sunny landing.
Visting friends and relatives is one of Qantas’ biggest through-the-line campaigns each year.
We developed a new approach in 2018; tapping into people’s emotional reasons to fly and seamlessly pairing these with ‘Why fly Qantas’ proof points.
Qantas have a lot to offer business travellers but not always more to spend vs competitors like British Airways. In addition to this, people tend to choose airlines based on a number of different factors.
We needed to find a single minded way to talk about all the reasons someone should fly Qantas; while keeping the focus on what people ultimately want from any business trip… to nail their meeting.
We turned ‘Blue Monday’ into ‘Roo Monday’ for Qantas by leveraging a simple and compelling insight; it’s January, it’s cold here in the UK, and you’d far rather be warm down under!
Roo Monday was a fully integrated, one day campaign, activated across ATL, BTL, paid and owned channels.