Qantas goes AWOL to target youth

Qantas goes AWOL to target youth
By admin


Qantas has partnered with media company Sound Alliance to launch AWOL, a ‘mobile first’ youth travel title to inspire 18 to 35 year old Aussies to travel the world.

AWOL will take on board Australian talent to create domestic and international destination guides that combine photography and video to showcase unique places which the airline services.

According to Sound Alliance, AWOL will publish more than 1500 pieces of original content each year themed on music, travel and experiences.

The Sound Alliance Native Studio division will manage the title on behalf of Qantas, “from conception to creation, distribution, amplification and measurement of every piece of content”.

“We know from our research that young Australians love to travel and are always on the go. The stories and content that we create will be delivered directly through the Facebook news feed to their mobile phones,” Sound Alliance ceo, Neil Ackland said.

“It’s exciting to be partnering with a brand like Qantas who have clearly identified how creating custom content can reach young people in the most engaging and bold way possible.”

Qantas Group executive brand, marketing and corporate affairs Olivia Wirth said the national airline was looking to encourage more young people to travel Australia and the world.

“Sound Alliance are experts in the youth segment and we are really pleased to partner with them to create a platform that inspires more young people to head out and explore the world,” she said.

“AWOL will showcase the many destinations Qantas flies to and will give young Aussies up to date information to help plan their travel from overseas music festivals to top new places to eat and visit that are off the beaten track.”

Email the Travel Weekly team at traveldesk@travelweekly.com.au

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