02 May 2008

Qantas rolls out Ã&#pound;5.5m international campaign

Its goodbye Qantas Children's Choir and hello Qantas cabin crew with reports from the UK, confirmed this week by Rob Gurney Group GM Sales and Distribution for Qantas, revealing that Qantas is launching a new Ã&#pound;5.5 million campaign starring its own cabin crew to promote its in-flight products and services including its Skybed.

The campaign, created by M&C Saatchi, will span television, print, outdoor and online and will run throughout the UK and Europe, Asia and North America.

The ads will feature images of Qantas aircraft flying over some of AustraliaÃ¢â¬â¢s most iconic locations including Uluru and Sydney Harbour.

The TV campaign will feature the airlineÃ¢â¬â¢s cabin crew and includes the soundtrack Ã¢â¬ËœLand Down UnderÃ¢â¬â¢ and will run until June. Media planning and buying is being handled by ZenithOptimedia.

Outdoor activity will include advertising across the London Underground network, at selected rail stations across the southeast, on Heathrow Express platforms, at BAA airports in the UK, and at key poster sites on routes in London.

The print and online campaigns will run until the end of June in the main and business sections of the broadsheets, as well as the Evening Standard and City AM.

Online activity will run across Reuters, Sky Sports and CondÃƒ~© Nast Traveler.

Jenny Gulliver, marketing manager at Qantas, said: Ã¢â¬ÅâœThis new campaign will demonstrate our experience in some of our most important international markets.Ã¢â¬~

The cabin crew-led campaign comes as Halifax, famous for using its employeeÃ¢â¬â¢s in its TV campaigns, reviews its marketing strategy.

A Report by The Mole