Qantas has said that its brand cannot be divorced from individual and national sentiment following the launch of its second ‘feels like home’ advertising campaign.
Addressing the Helloworld Owner Manager Summit in New Zealand, the airline showcased its internal and external marketing to get staff and consumers emotionally engaged again.
“Our fortunes and the way people feel about us tends to mirror and reflect the way people are feeling about Australia more broadly,” Qantas brand and marketing executive manager and CMO Stephanie Tully said.
Qantas was surprised by the reaction to the feels like home campaign and said the most popular of the launch series was the miner who reunites with his family.
That led to the latest narrative advertisement of the real-life Shelper family reunited at Christmas.
“We really wanted to focus on family and the reconnection people have with family at Christmas,” Tully said.
The ad will be used in select inbound markets.
Tully conceded that the corporate brand had dominated the consumer brand in the past.
“Tough times for us internally and as a brand but it gives you an incredible platform for improvement and growth,” Tully said.
The feels like home campaign was an opportunity to galvanise a country and consumers, Tully said.
But there was also an internal campaign, with videos of real-life Qantas passengers recalling experiences that was produced and shown to motivate staff.
The rarely-seen footage detailed the efforts of crew who mobilised to help with evacuations during Cairo’s political instability as well as a frequent flyer who gushed over the cabin crew’s anticipation of his needs. Namely, his favourite steak sandwich and beer on board.
So loyal was that particular customer to the brand, he had the same Marc Newsom designed crockery as the airline at home.
“Our staff were living the brand every day… we have made great inroads with our people,” Tully said.