Qantas’ ‘Aussieness’ Equates To Golden Egg For Local Tourism: Report

Qantas’ ‘Aussieness’ Equates To Golden Egg For Local Tourism: Report

Sure, its management may not always be grabbing the most favourable of headlines but a new report says Qantas does more for local tourism than any other brand or entity – private or government.

A report by Deloitte Access Economics – admittedly commissioned by the airline itself – says Qantas managed to contribute $21 billion to the Australian economy in the last financial year, almost half of which came directly from the tourists themselves.

It found that one of every nine-dollars spent in tourism in Australia came from a Qantas passenger and that helped support nearly 10 per cent of all tourism jobs in the country.

The report is more good news for the national airline – who, admittedly doesn’t always get good media coverage because of alleged cost-cutting and a fractious relationship with unions – and follows its return to the list of ‘top 10 airlines in the world‘ released in June this year.

In late 2014, the airline released its new ‘feels like home’ campaign’ by Lawrence Creative Strategy.

The Deloitte report found that NSW was the biggest benefactor of Qantas, unsurprisingly as its jet base is headquartered in Sydney. Qantas employs almost 25,000 people in NSW and injects $4.2 billion into the state’s economy.

In Victoria, Qantas helped to generate $2.675 billion for its economy, followed by Queensland ($2.5 billion) and Western Australia ($1.1 billion).

Qantas group executive, government and internal affairs, Andrew Parker, said of the report’s findings: “Qantas invests more in marketing Australia as a destination than any other company. We’re not promoting a hub, we’re promoting a country.”

The report also shows that Qantas customers warm to nationalist Aussie message and it is expected it will market the fact against arch-rival (and internationally-owned) Virgin.

 




Latest News

Revium Snags Peter Bauld From Deloitte Digital
  • Advertising

Revium Snags Peter Bauld From Deloitte Digital

Revium, a leading full-service digital and AI consultancy, has announced the appointment of Peter Bauld (lead image) as Executive General Manager. Revium is a full-service digital and AI consultancy with over 20 years of experience creating engaging digital experiences for leading organisations and their customers. Bauld joins Revium after an illustrious career spanning over two […]

Veridooh Snatches Prashand Menon From ScentreGroup
  • Advertising

Veridooh Snatches Prashand Menon From ScentreGroup

Out-of-home OOH) and digital media leader Prashand Menon (lead image) has joined OOH ad tech company Veridooh as group business director within NSW and QLD. Menon joins Veridooh from his most recent role as ScentreGroup’s group business director and brings with him more than 10 years of experience in Australian media. Previously, he held positions […]

Kat & Co Transforms Into THE WORLD OF Experiential Agency
  • Advertising

Kat & Co Transforms Into THE WORLD OF Experiential Agency

After more than twelve years of producing experiences for some of the world’s most innovative brands, including Hermes, Van Cleef & Arpels, Louis Vuitton, and Tiffany & Co, Kat & Co has quietly metamorphosed into THE WORLD OF. THE WORLD OF is an experiential agency at the juncture of culture, technology and the human condition. […]

SMG Studio Launches Risk: Global Domination X Dune Part Two
  • Campaigns

SMG Studio Launches Risk: Global Domination X Dune Part Two

Through a licensing agreement with Legendary Entertainment, SMG Studio inked the rights to adapt Dune: Part Two into a game based on Risk: Global Domination, Hasbro’s interactive board game. Inspired by Denis Villeneuve’s cinematic masterpiece, Dune: Part Two, this new digital adaptation, RISK: Global Domination X Dune: Part Two, is poised to captivate players from […]

QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market
  • Marketing

QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market

Taylor Swift, Lunar New Year and the Sydney Gay and Lesbian Mardi Gras Festival have had a dramatic impact on the number of people moving in and around Sydney over the past month, drawing big crowds into the heart of the city and its surrounding suburbs. New data from digital outdoor company QMS reveals a […]