Qantas Launches Its First Comprehensive Brand Campaign in North America Attract Travelers and boosting Australia’s travel sector

Published on September 27, 2024

Qantas has announced the launch of its first brand campaign in the North American market in a decade, collaborating with the New York agency Convicts. The campaign, titled “Australia in the Sky,” is designed to showcase the essence of Australia through the lens of the airline’s exceptional service and hospitality.

Creative Collaboration

The campaign features prominent Australian figures, including actor and model Charlee Fraser and model Jess Hart, while the voiceover is provided by actor Chris Hemsworth. The soundtrack is performed by the Australian duo Angus and Julia Stone, and the visual presentation includes fashion from renowned Australian designers. This initiative reflects Qantas’s commitment to sharing the spirit of Australia, particularly with audiences in the U.S. and beyond.

The founder and CEO of Convicts noted that sharing Qantas’s unique energy with travelers around the world has been a long-held aspiration. The campaign aims to capture the magic of the Qantas experience, from the attentive crew to the carefully curated menu, creating a sense of Australian hospitality right from the moment passengers board the aircraft.

Celebrating 70 Years of Service

This year marks a significant milestone for Qantas, as it celebrates 70 years of connecting Australia to North America. The airline continues to invest in its fleet and expand its routes, with an eye on enhancing travel options for American passengers. Notably, Qantas is also preparing for the anticipated launch of Project Sunrise, which will introduce non-stop flights between Sydney and New York in 2026.

Enhancing the Travel Experience

The Chief Marketing Officer of Qantas emphasized that the campaign aims to convey the spirit of Australia to North American travelers. The airline wants passengers to feel as if they are starting their holiday the moment they step on board, thanks to the warm and friendly service, as well as the premium Australian food and wine offered throughout the flight.

In the current travel landscape, where more Americans are considering vacations to Australia, Qantas is well-positioned to meet this demand. With most flights connecting the two countries in a single hop, the airline enhances convenience for U.S. travelers.

Benefits for the Travel Industry

The introduction of the “Australia in the Sky” campaign is expected to have a notable impact on the travel industry, particularly in the following areas:

• Increased Travel Interest: The campaign aims to spark curiosity about Australia, potentially increasing tourism from North America.
• Strengthened Brand Identity: Qantas seeks to reinforce its image as a premier airline offering a uniquely Australian experience.
• Economic Boost: As travel from the U.S. to Australia increases, local economies in both countries are likely to benefit.

Showcasing Australia’s Iconic Locations

Filming for the campaign took place at Qantas’ Los Angeles hangar aboard an A380 aircraft, showcasing various iconic Australian locations. Scenes feature popular spots such as Sydney’s Bondi Beach, a stunning flyover of Sydney Harbour, Melbourne’s Federation Square, and the breathtaking Great Barrier Reef. By highlighting these well-known destinations, Qantas aims to entice travelers to consider Australia as their next vacation destination.

Leading in Luxury Air Travel

Qantas prides itself on being the only airline that operates A380 services with First, Business, Premium Economy, and Economy cabins between the U.S. and Australia. This extensive range of service options caters to diverse traveler preferences, ensuring a luxurious experience for all passengers.

A Strategic Move for Global Engagement

The “Australia in the Sky” campaign is not merely an advertising initiative; it represents Qantas’s strategic effort to strengthen its ties with the North American market and promote Australian tourism. As the airline seeks to share its unique offerings with a broader audience, it is also laying the groundwork for future growth and collaboration.