Qantas can't quite hit 'dream target' in new campaign

By By David Blight | 19 July 2012

With Qantas set to launch the television component of its highly publicised 'You're The Reason We Fly' campaign, over 60,000 people have signed up to the social element, just shy of the airline's “dream target”.

It has previously been suggested the target for Qantas to get 100,000 people signing up to the crowd-sourcing initiative of the campaign, but with the social element of the push finishing up tonight, it does not seem likely. As of last night, just over 60,000 people had signed up.

However, while the ideal target was 100,000 people, it has been claimed Qantas never really expected to hit such a high figure, and that a number in excess of 60,000 is still an impressive result for the airline.

In the first couple of days of the campaign, which launched at the beginning of the month, over 30,000 people had signed up.

The crowd-sourcing element asks consumers to submit their name and/or a photo with the opportunity to have their name placed on a plane and their photo put in a TV commercial.

The airline will reveal the next stage of the campaign tomorrow morning, with a new television commercial set to hit the market.

The campaign was devised by Publicis Mojo and Amnesia Razorfish.

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