Qantas is the latest brand to enlist a celebrity in a role that goes beyond staring as the face of the brand in advertising. Following in the footsteps of Alicia Keys for Blackberry, Justin Timberlake for Bud Light and Gwen Stefani for HP, Qantas has signed up supermodel Jessica Hart as a “trend consultant” to help connect “what’s trending in fashion to what Qantas customers can experience in-flight and on the ground”.
The topic is a hot one, and will be discussed at length at the Media Summit on Friday 22 May in the Celebrity Networks session featuring Roxy Jacenko, director of Ministry of Talent, Simon Bookallil, CEO, Bashful and Georgie Summerhayes, CEO of BrandData. AdNews will also unveil the first broad scale audience and influence index among Australia’s biggest names in mainstream and social media and blogging.
Qantas, says it will draw of the partnership with Hart for projects that will benefit its Qantas Frequent Flyers. The first of which is the design of a scarf – inspired by its Feels Like Home ad campaign that will then retail for $298 at David Jones and the Qantas shopping portal.
It is working with Australian scarf designers, Bird and Knoll, to design a limited scarf based on an Australian destination.
Qantas group executive of brand, marketing and corporate affairs, Olivia Wirth, who is also headlining the Media Summit, said: “Qantas has a long history of being fashion forward, from our early uniform designs to our current Martin Grant designed outfits, our Kate Spade amenity kits and our award-winning Marc Newson designed Lounges and aircraft interiors,” she said.
“Jessica will bring a fresh eye to some terrific initiatives we are looking at and bring extra style to the Qantas travel experience, starting with the exclusive Bird and Knoll scarves.”
“While the scarf is the ideal fashion travel accessory, it will also promote the unique beauty of Australia, and as the country’s national carrier, we take great pride in flying the flag for home-grown fashion designers, destinations and talent.”
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