Qantas

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.

A million reasons to go, one way to fly.

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.

Results

  • All booking targets met
  • Pre/post research showed double digit shifts against key brand perception metrics for friends & family audience

Business Travel, by Qantas

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.

Results

  • Beat bookings target by 25% YoY and increased profit per passenger
  • Drum Roses 'Best Press' 2020

Escaping the winter blues…

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.

Results

  • +36% YoY increase in daily traffic to qantas.com leading to a 2% increase in market share YTD