Qantas Airways

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.


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.


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.