As Qantas rolls out its biggest ever brand campaign, brand, marketing and corporate head Olivia Wirth told AdNews that the brand is investing more in cinema than it has in recent years to push the emotional message.
While spend on the campaign won't be revealed, Wirth told AdNews that the airline would be putting more of it's marketing budget into the medium than it usually does, as a way to reconnect Australians to the brand.
“This campaign obviously lends itself to cinema, because of the way its been shot, the captive audience and the fact that it's two minutes,” Wirth said.
“It's an environment that people really get absorbed in what they're doing, you can get taken away, cinema is a really captivating environment.”
When discussing the scope of the campaign and how it can evolve in the future Wirth told AdNews that there is a real opportunity to continue the campaign for some time.
“We feel like there’s a real opportunity to explore the behind the scenes element – to give people more insight into the journey to really flesh out the stories, that’s an aspect that will evolve via digital and social,” she said.
“We do have a lot of ads in total, the two minute spot is going to be used as a set up piece, it will play on cinema and television to begin with but we will consecutively role out the 60 second ads, so it could take a year to roll out people's stories and their journeys and we'll just see how it's received.”
This is the airlines first brand campaign since 2012 and Qantas brought in Kevin 07 adman Neil Lawrence to work on the strategy behind it.
Qantas has been working on this campaign for seven months and Wirth explained that the working relationship could continue for years to come, but said it didn't mean that Droga5 is off the books.
“This is his campaign,” Wirth said. “We have a really good working relationship with Neil, he understands our business, our customers and our people, this is something we could continue to work with Neil on for years to come.”
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