New Qantas Ad Campaign

Old May 27, 2007, 7:32 pm
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New Qantas Ad Campaign

The Spirit of Tomorrow

To celebrate our commitment to the future and to rural and regional Australia, we've launched a series of new television commercials starring our very own pilots, cabin crew, customer service officers, engineers and airport staff.

The Spirit of Australia ads were shot across Australia in locations as diverse as Longreach, Kalgoorlie, Mildura, the Engine Test Cell in Sydney and Brisbane's state-of-the-art Hanger 4, and show that Qantas' success is very much the product of our people.

The ads are testament to our continuing strength and evolution as the national carrier, and showcase our multi-billion dollar investment in new aircraft, technology and training.

Qantas' commitment to service, operational excellence, Australia's heritage and the future is represented in the new family of ads, which will be shown over four weeks in May and June.

> The Spirit of Tomorrow
> Regional Australia
> Airbus
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Old May 27, 2007, 8:25 pm
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og
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Seems like a panic attempt at damage control.
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Old May 27, 2007, 9:14 pm
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Originally Posted by og
Seems like a panic attempt at damage control.
More like they had paid $$$$ for these ads to be released once APA had control to reassure the public etc.

It just so happens they still sort of work now the deal has fallen through. There is no way you could make these within the timeframe the deal fell through/
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Old May 27, 2007, 9:31 pm
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Originally Posted by AN_Boy
More like they had paid $$$$ for these ads to be released once APA had control to reassure the public etc.
I pretty much agree with this. The ads are very "patriotic" and to me look like attempts to appease the public that it's business as usual.

They are pretty good ads though.
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Old May 27, 2007, 9:33 pm
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Do you think the full page newspaper ads were pre-bought too?
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Old May 28, 2007, 7:50 am
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This thread might be of interest to some:

http://www.flyertalk.com/forum/showthread.php?t=696339
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Old May 28, 2007, 7:44 pm
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Decent ads yes. Talk about advertising spend. I was watching TV on FTA over the w/end and it was *everywhere*.

I reckon it was to alay public fear about the APA deal after it was meant to have gotten through. No point not airing them just cause it fell through. It's designed to say 'hey, we're here to stay' either way.
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Old May 29, 2007, 5:22 pm
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Hmm all the flight attendants shown in the ads are blonde. A snub to QF's FAs from multicultural backgrounds?
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Old May 29, 2007, 5:56 pm
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I prefer the Chaser's ads. Probably far closer to the truth.
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Old May 29, 2007, 6:03 pm
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Originally Posted by sxc
Hmm all the flight attendants shown in the ads are blonde. A snub to QF's FAs from multicultural backgrounds?

And none of them seemed to be openly flaming! Quick, to the UN!
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Old Jun 8, 2007, 5:18 am
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Here's a new ad, Linking Australians.

A good downloadable copy of The Chaser's version can be found here.
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Old Jun 8, 2007, 6:01 am
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Originally Posted by Skystar
A good downloadable copy of The Chaser's version can be found here.
Loved it, esp. the bit about Qantas now being the "...Asian Kangaroo"^ :-:
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Old Jun 9, 2007, 3:16 am
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The latest veresion of the QF Customer Advisory Panels is about the ads and how people like them. I basically conveyed the optinion of this forum: Nice ads, very emotional and patriotic but a bit out of place. People do not question QFs commitment to Australia as a public company. They would only question this for a QF under APA control.
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Old Jun 9, 2007, 4:10 pm
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Originally Posted by DownUnderFlyer
The latest veresion of the QF Customer Advisory Panels is about the ads and how people like them. I basically conveyed the optinion of this forum: Nice ads, very emotional and patriotic but a bit out of place. People do not question QFs commitment to Australia as a public company. They would only question this for a QF under APA control.

When I did the advisory panel I could not answer what the ads were about even though I have seen them a few times. Is it poor comprehension on my part or that the ads are just fluff without a real message. I hope its the latter.
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Old Jun 9, 2007, 4:37 pm
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Originally Posted by Lonely Flyer
When I did the advisory panel I could not answer what the ads were about even though I have seen them a few times. Is it poor comprehension on my part or that the ads are just fluff without a real message. I hope its the latter.
The ads are, no doubt, about brand awareness. You fill in between the dots.

The brand that first comes to mind beats the better brand.
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