In perhaps a nod to the success of its decade-long “I Still Call Australia Home” slogan, Qantas will highlight the joy of coming home as part of its new advertising campaign.
The “Feels like home” series of advertisements to debut on Sunday November 9 features stories of “everyday Australians” from around the world looking forward to reuniting with friends and family after being away.
Qantas chief executive Alan Joyce says the sight of the white kangaroo on the red Qantas tail has for years brought a smile to many Australians as they made their way home.
That was the inspiration for this latest campaign, which tells stories that are repeated everyday across the Qantas network, Joyce says.
“For almost 100 years Qantas has been bringing Australians from all around the world home to the people and places they love,” Joyce said in a statement on Friday.
“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.”
The stories featured in the advertisements included a miner in Western Australia’s Pilbara, a couple living in Hong Kong, a 27-year-old woman heading home to Adelaide after a three years working in London, a family returning home from a holiday in Los Angeles and a backpacker from WA heading home from Santiago.
The ads will appear on television, online, in cinemas, on social media, on board the aircraft and in print and outdoor advertising.
Qantas’s massively popular “I still call Australia home” campaign using Peter Allen’s song ran from 1997 to 2009.
In recent years the airline has used “Enjoy the journey”, “You’re the reason we fly” in its advertising campaigns, as well as the Mars Rover to promote its frequent flyer program.
Virgin Australia’s advertisements say “now you’re flying”.