Qantas has enlisted wildlife conservationist Robert Irwin for a new international campaign promoting Australia to travellers across North America, the UK and Asia.
The campaign, which launched from 16 September, sees Irwin feature across a series of executions as part of Qantas’ ‘Australia in the Sky’ platform, positioning the airline experience as the beginning of an Australian holiday.
One of the campaign spots sees Irwin travelling onboard a Qantas aircraft before falling asleep and dreaming of being back at Australia Zoo.
Other creative leans into Australian culture, with Irwin and Qantas cabin crew explaining the difference between “nah yeah” and “yeah nah”.
The campaign also features Qantas cabin crew member Dan Jameson, who has a longstanding connection with Irwin. The Brisbane-based crew member met Irwin on a Qantas service several years ago, where Irwin drew a crocodile on his arm. Jameson later had the drawing permanently tattooed.
Another campaign image takes the collaboration’s premise literally, showing an entire Qantas aircraft cabin filled with Irwin.
The campaign is also tied to Qantas’ efforts to drive international visitation to Australia through its Explorer fares.
In several markets, Qantas is working with Tourism Australia to promote the fares, which give customers booking an international Qantas flight to Australia access to discounted Economy and Business fares to more than 45 domestic destinations when booked on the same itinerary.
Qantas Group chief brand and corporate affairs officer Danielle Keighery said Irwin was a natural fit for the international campaign.
“Robert Irwin is one of Australia’s most loved personalities and there is no one better placed to showcase our country to the world,” Keighery said.
“For Qantas, that experience starts the moment customers step onboard one of our aircraft, through our distinctly Australian hospitality, food and wine.
“And with our Explorer fares offering discounted travel to more than 45 destinations across Australia, there has never been a better time to discover just how much this country has to offer.”
Irwin said his relationship with Qantas dated back to his childhood.
“Qantas has been part of my life since I was about the size of a loaf of bread. Some of my earliest memories are walking down the aerobridge with Mum and getting to visit the flight deck,” he said.
“When I get on a Qantas flight, I’m amongst friends. There is something about the warm Australian hospitality that feels like home.
“Getting to join forces with our national carrier to show the world just how much Australia has to offer is something that means a great deal to me.”
The airline will also support the 2026 Steve Irwin Gala in Brisbane, which raises funds for global conservation through Wildlife Warriors.
The campaign was filmed at Australia Zoo’s The Crocodile Hunter Lodge and onboard a Qantas aircraft.
