Droga5 ANZ has been appointed as the lead creative agency for Qantas’ Project Sunrise, the airline’s 2027 plan to launch ultra-long-haul, non-stop flights from Australia to London and New York using specially configured Airbus A350-1000 aircraft.
“We are pleased to confirm the appointment of Droga5 to lead the creative development for our Project Sunrise marketing campaign,” Qantas chief brand and corporate affairs Danielle Keighery said in a statement to B&T.
“We are one step closer to the world’s longest commercial flights, connecting the east coast of Australia non-stop to London and New York from next year. The Droga5 team brought genuine strategic depth and creative excellence to the process.”
Qantas also confirmed it continues to work on a project-by-project basis with a roster of agencies, maintaining ongoing relationships across its brand and loyalty marketing activity.
The Project Sunrise work was awarded following a competitive pitch, with multiple agencies submitting strong responses. Qantas reiterated that the appointment is specific to Project Sunrise and will not impact its existing agency relationships.
Project Sunrise comes amid growing demand for long-haul, point-to-point travel, building on the success of Qantas’ existing non-stop routes from Perth to London, Paris, and Rome, which continue to deliver some of the highest customer satisfaction scores across the airline group.
The new ultra-long-haul services will allow non-stop travel from Australia to almost anywhere in the world, starting with routes linking the east coast to London and New York. The aircraft will feature a premium-heavy configuration, with more than 40% of seats allocated to premium cabins – making them some of the most premium-dense planes in Qantas’ fleet.
Production of the Project Sunrise fleet is progressing.
The second A350-1000ULR is now in final assembly at Airbus in Toulouse, while the first aircraft has completed major ground assembly and is in the advanced stages of testing, preparing to take to the skies for its flight test program in the coming months.
B&T has contacted Droga5 for comment.
