Qantas releases next instalment in brand campaign

Rachael Micallef
By Rachael Micallef | 5 December 2014

Qantas will release the next advertisement in its emotional branding campaign series this weekend, featuring the second of its five reunion stories of Australians returning home.

The launch advertisement of the “Feels Like Home” campaign, which shows a montage of all five reunion stories, has so far achieved 1.6 million views across all of its digital channels. The campaign is designed to reposition the business following a major organisational restructure, by re-engaging with the emotion people feel for the brand.

The next advertisement in the series is a 60 second ad telling the story of seven year old Charlotte who is holidaying with her grandparents in Los Angeles. It shows her grandmother putting her unaccompanied on a plane to fly back to her parents in Brisbane.

To fend off recent negative attention from job cuts, Qantas brought in Kevin 07 adman Neil Lawrence, from Lawrence Creative, to spearhead the campaign.

At the campaign's launch, Qantas brand, marketing and corporate head Olivia Wirth told AdNews that the campaign was a long-term commitment for the brand.

“We've had a few challenging years. We believe now is the right time for us as the business continues to transform, to start re-engaging with the Australian public about the reason they love Qantas,” she said.

The advertisement will go live on digital channels on the morning of Sunday December 7 and will launch across free-to-air and pay TV channels during that evening's primetime viewing.

For more news:

Qantas brings in Neil Lawrence for emotional brand campaign

Qantas nosedive continues with thousands of jobs to go

Qantas looks to cinema as it rolls out latest brand campaign

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