Qantas is on the hunt for a creative agency to lead Project Sunrise. M+C Saatchi Australia and Droga5 ANZ are among the contenders vying for the golden ticket.
The carrier is expected to soon decide which agency will lead creative on ‘Project Sunrise’, which in 2027 will promote Qantas’ new ultra long-haul direct flights between Sydney to London and Sydney to New York.
M+C Saatchi Australia held the airline’s lead creative account for 16 years before parting ways in 2011. Meanwhile, Droga5 and its The Monkeys have worked on several iconic Qantas campaigns over the years, including more recent iterations of ‘I Still Call Australia Home’.
With construction of its new A350 aircraft underway in Toulouse, Qantas has gone to market for an “external creative campaign to support Project Sunrise”, the airline confirmed to B&T, but would not be drawn on discussing any further details while the pitch process is live.
The aircrafts are expected to arrive in Australia in late 2026, with Qantas’ ultra-long-haul commercial services slated to begin in the first half of 2027.
Qantas works with a roster of agencies on a largely project-by-project basis.
Its longer-term partnerships include Howatson and Company for Frequent Flyer creative, OMD for media, and Medium Rare for its in-flight magazine content.
