Qantas has acknowledged its brand needs to be refreshed with the launch of a new 'You're The Reason We Fly' positioning. Do you think the first stage of the extensive campaign is a good start?
Last week, Qantas revealed an ambitious campaign which will run throughout 2012, which aims to focus more on Australian people rather than Australia as a place.
The early stages of the campaign, developed by Publicis Mojo and Amnesia Razorfish, involve a significant social and crowd-sourcing element.
Consumers have been asked to interact with the brand online, and are given the opportunity to have their names printed on the side of Qantas planes and to have their images placed in a Qantas TV commercial.
However, industry pundits have questioned whether the brand positioning is simply an attempt to cover up deeper issues within the company. One source told AdNews the company needs to act out its brand promise, rather than simply stating it in a marketing campaign.
Over the weekend, Qantas experienced technical glitches which led to major delays at the airline, which might be seen as a bad start to the company's new brand promise.
After the campaign's social component, a larger marketing push will kick off, which Qantas marketing boss Lewis Pullen has described as “a major investment”.
What do you think of the campaign? Will it work?
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