Qantas has launched a new advertising and social media campaign aimed at repairing its damaged image.
The campaign features a new tagline, “You’re the reason we fly” and a subtle change to the slogan on the side of two of its aircraft, an Airbus A380 and a Boeing 737, to ‘The Spirit of Australians’.
“Our customers wanted to see us take a different and more creative approach… they wanted us to talk about the people, the spirit of Australians and not just the place,” said Qantas executive manager marketing Lewis Pullen.
A large part of the campaign is based on using social media, with the airline launching a dedicated website where members from the public will be able to upload photos of themselves to be part of an advertising campaign, and also have their name applied to the ‘The Spirit of Australians’ A380 and 737.
Qantas has also released an iPhone and Android app called ‘Qantas You’ to allow users to participate in the campaign.
“We feel this campaign is highly inclusive, interactive and engaging and incorporates some world firsts in the form of digital advertising,” said Mr Pullen.
While the new round of advertising will see the ‘I Still Call Australia Home’ anthem benched, Qantas says that the song remains its anthem and will appear in further campaigns.