Qantas (Past Client)

Qantas (Past Client)

Services Performed

Creative Activations
Global Media Relations
Influencer Engagement

The Brief

Qantas, one of the world’s leading long distance carriers, pioneered services from Australia to North America and Europe, and has been servicing the route between the UK and Australia for over 60 years. Qantas flies daily from London Heathrow on its award-winning A380 aircraft. In an increasingly competitive market, Qantas retained The Brandman Agency to maintain market share, raise the profile amongst target consumers and increase ticket sales in the UK.

The Approach

The Brandman Agency secured a partnership with Tourism Western Australia to take Magic FM presenters to Perth for a five-day outdoor broadcast. The program featured an on-air segment with Qantas consultant chef Neil Perry which appeared in the Perth Domestic Lounge. Additionally, the Agency developed a comprehensive media outreach program and organized a blogger press trip prompting destinations within Australia and the launch of a new Perth route.

The Results

In 2016, The Brandman Agency increased the airline’s year-on-year coverage by 224%, generating 411 pieces of coverage with a total reach of 2,399,948,289 and total AVE of £1,328,673. Major initiatives included an outdoor broadcast campaign with Tourism Western Australia which generated 2.8 million impressions and an editorial value of £88,546 and the announcement of the groundbreaking Perth to London route. Over the course of four days, launch strategy for the new route netted 170 pieces of coverage totaling 467,917,302 impressions and an editorial value of £863,620.

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