Qantas turned to the business end of its rebranding program today, unveiling a striking new TV and print campaign which features a new soundtrack composed by Daniel Johns in his first commercial collaboration.
And in a stark contrast to the big Australian imagery of previous Qantas campaigns, the new ads from Publicis Mojo features farmers, school kids and suburban neighborhoods looking up in a “metaphor” the airline hopes will represent its business of flying and people.
Qantas also unveiled its new logo, a compilation of 22,000 Australian faces which make up the flying kangaroo. The long-standing “I still call Australia Home” jingle has gone although it will still be used for big occasions with the airline just renewing its rights to the song with Universal Music.
The ad was directed by The Glue Society’s Gary Freedman through Revolver and launches on Sunday with a rare 90 second TV commercial.
Later next week 60-second and 30-second versions will go to air along with print executions. Qantas also unveiled its Olympic advertising campaign featuring a handful of Australian athletes.
The launch ad features striking but less grand imagery than previous Qantas campaigns with the new tagline “You’re the reason we fly”. The 90-second launch ad carries Daniel Johns track, titled “Atlas” with no voiceover, although the shorter executions do.
Qantas executive manager, marketing, Lewis Pullen, said the new work set the “right tone” for contemporising the Qantas brand. He said the three-week teaser phase of the Qantas rebranding program had been successful: views of its viral video had topped 300,000 and 64,000 people had uploaded their pictures to appear on planes.
Qantas is now in the third phase of its five-part rebranding program. After the current Olympics and new branding campaigns have been rolled out, the airline will move to the “thankyou” and “proof” components of its strategy which explains how the airline has changed and putting customers first.
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