Qantas - "The Passport Take-Off (70s)"

BWM isobar

BWM isobar Sydney, Australia

Awards

6891

Brand: Qantas
Country: Australia

Advertiser: Qantas

Title	The Passport Take-Off (70s)
Agency	BWM isobar
Campaign	The Passport Take-Off
Advertiser	Qantas
Brand	Qantas
Date of First Broadcast/Publication	2017
Business Sector	Airlines, Airports, Railways, Bus Lines, Ferries & Cruises
Philosophy	Objectives Studies show that Australia is at the top of Americans' bucket list. But despite being Australia's national carrier, Qantas was losing its position as Americans' go-to airline for the trip. Our brief was to raise awareness and consideration of Qantas amongst Americans who dream of a holiday in Australia. The initial scope of the project was to create a standard banner campaign using existing assets only. However, recognising there was a bigger PR opportunity, we collaborated across Planning, Creative, Account Management, Production and with partner agency Haystac to redefine the brief and pitch an altogether different approach to Qantas. Strategy By analysing data from the U.S. State Department, we found a key local insight that no one in the travel business was talking about: there are less than 135 million valid U.S. passports in circulation, which means that 3 out of 5 Americans don't have one. So we decided to help more Americans travel to Australia with Qantas, by giving them a free passport. Execution 'The Passport Take-Off' launched on Facebook and Twitter with a video featuring a real-life Qantas pilot inviting Americans to get themselves a passport "on us". All they had to do was book a flight to Australia at Qantas.com and enter a promo code to get the full cost of a new U.S. passport taken off their ticket. The campaign was supported by targeted digital banners, EDMs, social posts and PR. Results Our campaign reached over 11 million unique viewers through earned PR alone, with headlines across local and international media, including Forbes, Mashable, Daily Mail, Esquire, MSN, Yahoo, Der Standard and International Business Times. Over 17.4 million Twitter impressions were generated in 4 weeks, reaching 9.5 million users. And in just 10 days, Qantas.com received over 20% of its total annual website traffic.
Media Type	Case Study
Length	68 seconds
Film Production Company	Infinity Squared
Chief Creative Officer	Rob Belgiovane
Executive Creative Director	Asheen Naidu
Copywriter	Oskar Westerdal
Art Director	Rene Schultz
Account Director	Brent Kerby
Account Director	Bonnie Ledsam
Account Manager	Chris Murphy
Strategic Planning Manager	Caitlin Schuch
Agency Producer	Emma Durlacher
Director	Melvin Montalban
Executive Producer	Cathy Rechichi
Film Producer	Caroline David
Sound Production Company	Rumble Studios
Sound Designer	Cam Milne
Sound Studio Producer	Michael Gie