Qantas hits campaign target in just a day

By By David Blight | 3 July 2012

Qantas has reached its first set of campaign targets only a day after launching its ambitious 'You're The Reason We Fly' campaign, with around 30,000 people already signing up to the crowd-sourcing element of the initiative.

Industry pundits have suggested Qantas would be aiming to have around 100,000 consumers sign up to the initiative, which requires consumers to submit their name and a photo with the opportunity to have their name printed on a plane and their photo placed in a television commercial.

With more than a fortnight left in the social and crowd-sourcing element of the extensive campaign, the airline seems to be on track to reach 100,000 consumers, although it's early days yet.

The first target of the campaign was to reach $100,000 of donations to Mission Australia and 20,000 consumers, which was reached yesterday, the first day of the campaign. Qantas had promised to donate $5 to Mission Australia for every person that signed up, to the value of $100,000.

A Qantas spokeswoman would not confirm the exact targets of the crowd-sourcing component of the campaign. She said: “Our target was to raise $100,000 for Mission Australia which we achieved in the first day. This means 20,000 people have created a profile on the site. Any further entries will be a bonus.”

The initiative is only in its very early stages, with a larger campaign involving television ads and more due to launch after the completion of the initial stages, which come a close on 19 July.

The campaign was devised by Publicis Mojo and Amnesia Razorfish.

Amnesia Razorfish executive creative director Iain McDonald told AdNews: “These results are a positive start for the beginning of the campaign. It's still got a long way to go, we are only at the invite stage. But it's a very exciting start.”

At the time of writing, over 30,000 users had created a profile.

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