Qantas has unveiled its latest marketing campaign, celebrating its people and their efforts to bring the world closer using the newest addition to the national carrier’s fleet, the Boeing 787-9 Dreamliner.
The campaign is part of an ongoing series, profiling the stories of real Qantas people who are involved in the preparation and delivery of Qantas’ Dreamliner; a pilot, an engineer, and cabin crew.
Qantas chief customer officer Olivia Wirth said the campaign celebrates the dawn of a new era led by the Dreamliner and the dedication of its people.
“Customers have more options than ever when it comes to travel, but it’s our people’s dedication and passion for what they do, combined with our desire to innovate, that makes travellers want to fly Qantas,” she said.
“This aircraft opens up new routes around the globe which were previously unreachable, such as our nonstop Perth to London service. While the Dreamliner will bring the world closer, we’re keeping safety, service, and a refined sense of comfort at the forefront of everything we do.
“It was important to feature real Qantas people as they offer an authentic passion and excitement for the arrival of the 787 Dreamliner. The look on their faces when they see the Dreamliner for the first time says it all.”
The campaign profiles a pilot whose curiosity for flying began while his mother worked at the airline in the 1970’s; an engineer’s early passion for mechanics and aviation started on a farm; and a flight attendant who immigrated to Australia at a young age and is passionate about making people feel comfortable and at home.
The Monkeys creative director Ben Sampson said: “Being able to show the human side of something as technologically advanced as the new Qantas Dreamliner was a nice creative opportunity, and suited the Qantas brand perfectly.
“They have such spirited people and that was clear when we discovered the stories from three of their staff, and experienced their excitement at being part of the Dreamliner program.”
The campaign will be launched on Sunday 22 October and feature on TV, outdoor, digital and social media channels. Filming took place in regional Queensland, Melbourne, Sydney and the Boeing facility in Seattle, Washington.
Qantas’ first Dreamliner will arrive in Sydney on 20 October and will operate on selected domestic flights before beginning services between Melbourne and Los Angeles from 15 December. Perth to London direct flights take off in March next year.
Creative agency: The Monkeys
Co-Founder and Chief Creative Officer: Justin Drape Creative Director: Ben Sampson
Copywriters: Chelsea Parks & Hugh Gurney
Head of Planning: Michael Hogg
Strategic Planner: Henry Bilston
Managing Partner: Matt Michael
Group Content Director: Humphrey Taylor
Senior Content Director: Samantha Heckendorf Senior Content Manager: Demi Nielson
Head of Production: Thea Carone
Senior Integrated Producer: Sally Lankshear
Senior Digital producer: Kit Peebles
Digital Art Director: Eva Godney
Production Company: Collider
Director: Rob Stanton-Cook
Executive Producer: Rachael Ford-Davies
Producer: Annie Schutt
DOP: Kieran Fowler
Editor: Lucas Baynes, ARC
Grade & Online: White Chocolate
Music & Audio Post: Song Zu
Photographer: Paul Blackmore, Red Door Productions Retouching: Cream Studios