Qantas Launches ‘Feels Like Home’ Campaign
Seven months in the making, Qantas has revealed a new soul-stirring brand campaign called, ’Feels like home’.
The campaign is based on the theme of what the airline has been doing for Australians around the globe for 94 years – ‘bringing people home’.
http://youtu.be/16RhgfA662k
The campaign, produced by Lawrence Creative Strategy, is highly sentimental and shares the stories of five actual Qantas passengers and their journey home to Australia where they’re welcomed by loved ones.
One such story is that of a young woman making an emotional return to Sydney after a year abroad in London.
Group executive brand and market for Qantas, Olivia Wirth said it’s a feeling many Australians can relate to, and one she recalls herself. She said: “I’ve been there too, I know what it’s like, when you’re sitting on the tube thinking ‘I know i’m going to miss London but I want to go home’.”
The homecoming stories are told against the musical backdrop of Randy Newman’s song ‘Feels Like Home’ sung by 20-year-old Australian singer, Martha Marlow.
Qantas Group CEO, Alan Joyce said: “We often hear that seeing the Qantas red tail at an airport, or stepping on board a Qantas aircraft, makes Australians feel like they’re halfway home already. That’s the spirit we wanted to capture.”
Wirth said ‘now’ is the right time to launch such a campaign. “We’re right in the lead up to Christmas and we’ve had a few challenging years. We’ve put a lot of investment into retail advertising and it’s the right time [for audiences] to start re-engaging with Qantas.”
“It’s important for our employees too, so they feel proud to work for the national carrier,” she added.
Wirth didn’t shy away from admitting the airline has had a ‘tough’ time in recent times and that some sections of the company have “experienced low morale”. In August this year, the airline posted a $2.84 billion loss – the worst in its 94 year history.
“Timing is very important. You need to understand the environment around you,” Wirth said about launching the campaign, which comes two years after it’s last brand campaign, ‘You’re The Reason We Fly’.
Despite Qantas’ recent issues, Wirth insists customer experience levels are at an all-time high and the new brand campaign is “about having a different kind of conversation”.
When asked about how the airline would measure the success of the campaign, Wirth said: “It’s not a short-term investment, it’s a longer term one, and it will ultimately be around the relationship and engagement with the Australian public and our customers.
“From a business perspective, we have a strong brand and that impacts on our yield and the tickets we can sell so obviously there is a business driver [for this campaign], but more importantly it’s about investing in the brand and making sure that it’s continued to be seen as the Australian icon that it is.
“We obviously have targets in which we’ll measure the success but we’re not going to give away our strategy,” Wirth quipped.
Wirth said the iconinc song, ‘I Still Call Australia Home’ will remain as the anthem of the national carrier. Executive creative director and copywriter for the campaign, Neil Lawrence said: “The song has been going for 17 years. Creatively it’s really hard to re-invent.”
The campaign will air for the first time this Sunday 9 November across television, digital, outdoor, cinema and social platforms. A series of ads will be rolled out in the coming months around Australia.
Credits:
- Creative Agency: Lawrence Creative Strategy
- Executive Creative Director & Copywriter: Neil Lawrence
- Creative Directors: Chris Mitchell, Geoff Corbett
- Client Service Directors: Tanya Jones, Fleur Marks
- Agency Producer: George Saada
- Production: Exit Films
- Director: Mark Malloy
- Producer: Martin Box
- DOP: Chayse Irwin
- Editors: The Editors: Stewart Reeves, Peter Barton, Dave Lawrence
- Post Production: Alt VFX
- Colourist: Ben Eagleton
- Music: Mark Rivett, Ramesh Sathiah @ Song Zu
- Composer: Randy Newman
- Vocal Artist: Martha Marlow
Please login with linkedin to comment
Advertising Standards Bureau Clemenger BBDO Sydney KFC T20 Big Bash League Weiden + KennedyLatest News
The Mars Agency Announces Latest Findings Of Retail Media Report Card
The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]
‘It’s The Lesser Of Two Evils’ – NRL Eyes US Betting Market As Aussie Regulators Circle
US betting firms will be delighted by the circa 50,000 Americans who could soon watch the NRL on their favourite app.
A-League In Deep Discussions With New Partner To Keep Games On TV After Production Company Enters Administration
The A-League's insatiable appetite for scoring own goals continues.
TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]
Is The Australian Music Industry In Trouble? Inquiry Launched Following Splendour Cancellation
Earlier this week, an inquiry was launched into the challenges and opportunities currently facing the Australian live music industry in the wake of multiple festival cancellations. On 25 March 2024, the Minister for the Arts, the Hon. Tony Burke MP, asked the Committee on Communications and the Arts to inquire into and report on the […]
Liana Dubois, Leandro Perez, Aimee Buchanan & More Gather For Inaugural Compadres Leadership Event
Didn't get the invite? Perhaps you're not as important as you thought.
Cathay Captures The Unforgettable Thrill Of Cathay/HSBC Hong Kong Rugby Sevens, Via Publicis
Nobody does rugby like Hong Kong, apparently. Certainly nobody does it as badly as Australia.
Cocogun Nabs Christine Watts, Kirsty Reynolds & Shev Tan Bolstering Management & Creative Teams
Cocogun bolsters its team with new hires. Committed to purchasing a bigger sofa, too.
The Media Store’s Jacquie Alley & Sam Cousins Take The Plunge With Pro-Bono Work For Cure Cancer
B&T chats with The Media Store bosses about their great pro-bono work and sponsored swim.
Hawke’s Brewing Co. Taps Rocket Comms For PR Agency Following Competitive Pitch
We're expecting Rocket Comms productivity to crash in spectacular fashion following this win.
Spotlight On Sponsors: Patties Serves Up A Taste Of Home For Olympians & South Sydney Rabbitohs Recommit To Gambling Reform
While the Rabbitohs commits to gambling reform, B&T reckons the team should commit to a decent auto sponsor.
Google: “Inevitable” That Bad Actors Will Abuse Ads Platform As Advertiser Account Suspensions Double
Google maintains it's simply impossible for it to entirely stop bad people placing & paying for ads using its service.
Quantcast Expands APAC Sales Team With Appointment Of News Corp Account Manager
No pressure at all when you are appointed as a client success manager.
Publicis Sapient Tests Microsoft-Powered Gen AI Search Tool With Homes & Villas By Marriott Bonvoy
Given Gen AI's record for mangling stuff, B&T cannot see the problem with letting it decide your next holiday digs.
Volkswagen & DDB Group’s “Roo Badge” To Reduce Kangaroo Related Road Collisions
Watch out for RooBadge as Cannes Lions' most debated campaign this year.
Twilio Launches Unified Profiles & Agent Copilot Features To Boost Productivity & Engagement
Agent Copilot sounds like James Bond's less interesting cousin.
Reebok & Honda Among New Clients For onetwo agency
OneTwo finally lives up to its name with this double billing.
Ogilvy Report: Throw Out The Social Strategy Rule Book, The Rules Of The Past No Longer Apply
B&T was puzzled that all 'influencers' aren't, effectively, 'virtual', but here we are.
WhiteGREY & AKQA Merge In Australia, Lee Simpson Departs
Fortunately, the combined agencies aren't opting for a trite portmanteau for the new name.
Splendour In The Grass 2024 Music Festival Cancelled!
Music fans all over the country reportedly relieved they can pack away their rain coats and gumboots for another year.
TV Ratings (26/03/2024): “Fairy Bread, F***ing Disgusting”: Gordon Ramsay Slams Aussie Food In Food Stars Launch
Ramsay not one for mincing his words, even when it comes to minced meat pies.
Paramount+ International Boss Doubles Down On Aussie Content, Says Ad-Tier will Grow Audiences And Revenue
Good news as Paramount will not be binning I’m A Celebrity for re-runs of Frasier.
Brent Smart: Telstra Pushing For 50-50 Brand-Performance Split But Warns Numbers ‘Won’t Look Great’ Initially
The old brand vs performance debate continues. But here, Brent is firmly sitting on the fence.
Crowded House, Tones And I & Dom Dolla Win Big At The Shure Rolling Stone Music Awards
B&T staffer reports back with humdinger of a hangover & feeling seriously uncool after mixing with music types.
Opinion: Dyslexia “A Hidden Gem” For Brands & Agencies
Dyslexics offer underappreciated benefits in the corporate field, according to this op-ed.
David Jones Taps Criteo To Power Online Retail Media Arm
Want to see ads for things you probably can't afford? David Jones has got you covered with new retail media play.
oOh!media Sets Up Team To Target Business Audiences Across Airports & Offices
oOh! wants brands to harass you every minute of your next business trip.
QMS Launches Australian First DOOH & TV Partnership With Samba TV
Samba TV, of course, is not a channel dedicated to dancing. Much to our dismany.
Slew Of New Hires At Amplify
Four new faces join the Amplify offices. Team say desk scarcity becoming "acute".
Adobe Announces Content Authenticity Initiative Expansions To Counter Deep Fakes
Try as they might to enlighten them, we suspect Trump supporters will continue to watch and believe Fox News.
The PR Group Appoints TechCrunch Senior Reporter Catherine Shu As Director Of Content & Media
Catherine Shu makes the bold leap from journalism to PR. Says inevitable pay bump was "unrelated".
HERO Nabs Ebony Santin From AMPR
Rumours Santin cleared out the stationery cupboard before departing are as yet unconfirmed.
Karena Noble Checks Out Of EVT Hotels & Resorts To Launch Comms Consultancy
Noble still managed to squeezed in a continental breakfast before departing.
Canva Acquires Design Platform Affinity To Bring Professional Design Tools To Every Organisation
Canva & Adobe face off continues. We're not picking sides but keenly aware that Canva's office is next door to ours.
“Lean On Our Team To Help You Find An Audience”: Why Understanding Audience Engagement Is Essential In Journalism
Engaging the audience is critical to journos, apparently. We'd thought self-loathing & alcoholism were key.
Adobe Summit: Major Gen AI Developments, Data Concessions & Partnerships
What happens in Vegas stays there. Unless it's the Adobe Summit and then you get to read about in B&T.