Dory and her clown-fish friend Nemo are back in the highly anticipated film, Finding Dory, based around Dory’s journey from the Great Barrier Reef to the coast of California to reunite with her family.
With the Australian premiere set to catapult the Great Barrier Reef to the front of potential global visitors, Qantas has teamed up with Disney to promote tourism to the destination and raise awareness of the world’s largest coral reef.
Qantas will promote the Reef through a domestic marketing campaign with Tourism Events Queensland, aimed at encouraging more people to visit the Reef.
Qantas group executive of brand, marketing and corporate affairs Olivia Wirth says the release of the film is the perfect opportunity to promote tourism and raise awareness of protecting the Reef.
“Qantas will launch a joint promotion focused on bringing families together for the Australian premiere. It’s the ideal platform to introduce a new generation of Australians to the Reef, and talk about how crucial it is that we protect this amazing part of our environment,” Wirth says.
The airline will also install Great Barrier Reef Finding Dory-themed artwork in the travelator at Qantas’ Sydney domestic terminal and feature video content of the Reef on the airline’s domestic inflight entertainment throughout June and July.
In addition, for the month of June, Qantas is dedicating its carbon offset program to the support of a regeneration project in the Great Barrier Reef catchment area.
“We wanted to shine a light on the great work the Catchment Conservation Alliance does to preserve the Reef for the future and give them a helping hand – and encourage more people to see the Reef for themselves. It’s really exciting to show that tourism and conservation can go hand in hand,” Wirth says.
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