New Qantas TV ad marks start of Qantas-Emirates alliance

New Qantas TV ad marks start of Qantas-Emirates alliance

Get ready for a bit of armchair travel with the latest TV commercial from Qantas, which marks the debut of the Qantas-Emirates alliance.

Filmed around the world, the two-minute advertisement signifies the Red Roo's global network and its partnership with Emirates – a move underscored by the 'Together connecting the globe’ tagline at the end.

Sydney, London, New York, Los Angeles, Singapore, Paris and of course Dubai all get a look-in.

(Curiously, Qantas appears to have called the ad 'What a Wonderful World': a true and commendable sentiment, but don't expect to hear that classic tune sung by Louis Armstrong, or anybody else for that matter, coming over these globetrotting grabs.)

We reckon it's a big improvement over last year's ad, set to music by Silverchair frontman Daniel Johns, which kicked off a new but seemingly short-lived marketing booster for Qantas and bid farewell to the iconic “I still call Australia home” campaign.

What's your take?

David Flynn
David Flynn is the editor of Australian Business Traveller and a bit of a travel tragic with a weakness for good coffee, shopping and lychee martinis.
 

21 comments

  • mb68

    mb68

    4 Apr, 2013 04:10 pm

    I think its good, Lets wait for the Etihad/ VA  to come out with one any day I should imagine , its only a matter of time.

    Anyone see the new Etihad add in the Melbourne Age today? quite interesting Etihad angle  too, and actually the comparisons/ diferrences are quite interesting. check it out.

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  • Al Glidden

    AlG

    4 Apr, 2013 04:48 pm

    I can't see the sense in this. Of the destinations shown, all but one (Dubai) was already part of the Qantas network, even Paris which you could do via Singapore on a QF-AF codeshare.

    So what is the point of showing the same places we've always been able to fly to?

    I would have thought an advert to promote the Qantas-Emirates alliance would have shown a stack of exciting destinations that are now just one stop away from Dubai, and maybe also featured some nice footage of the Emirates Dubai lounges and their Qantas Sydney equivalents to cap things off.

    But honestly, this ad could have been made last year, or the year before that, or any time back to 2000 maybe, because except for Dubai these are places Qantas already flew to!

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  • CL9

    CL9

    4 Apr, 2013 04:49 pm

    Good alliance, but I find it rediculous how that tagline at the end says how "Together connecting the globe". More like Emirates 99% of globe connecting and Qantas 1%, Qantas has a tiny Intl network compared to Emirates, and the only benefit for EK seems to be codesharing on QF domestic flights!

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  • hutch

    hutch

    4 Apr, 2013 06:07 pm

    You're right, Qantas is definately the smaller international player. But not only does EK get QF domestic flights, it gets QF corporate travel, QFF, those customers from ADL,PER &BNE that book with QF to Europe, removal of QF as a competitor and 2 early arrivals and late departures into LHR.

    Qantas gets to serve a whole bunch more of destinations without their own costly metal, gets EK feed between DXB-LHR, gets EK domestic feed and removes Emirates as a competitor.

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  • tjtecoma

    tjtecoma

    4 Apr, 2013 06:09 pm

    Agreed, but as an ad it's 100% better than the horrible "You're the reason we fly" ad with Daniel Johns music (and don't get me started on that execrable cricket safety video....).  Maybe it's just me but I thought the "I still call Australia home" approach was still effective - simple and powerful.

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  • CL9

    CL9

    4 Apr, 2013 07:33 pm

    Yeah, definitely!

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  • err13

    err13

    4 Apr, 2013 06:05 pm

    Not too bad - it seems a bit boring...

    I realise that it is to promote the EK/QF tie up - but for me, I still can't go past the 'I Still Call Australia Home' campaign.  It stills sends shivers through me whenever I watch it!

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  • hutch

    hutch

    4 Apr, 2013 06:08 pm

    I like this ad, but agree that for 'I still Call Australia Home' is QF's best.

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  • DaveK

    DaveK

    4 Apr, 2013 06:28 pm

    Great footage, music a bit bland though...

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  • Lachlan Ford

    IflyQF

    4 Apr, 2013 07:56 pm

    Great ad!

    Qantas has really improved I flew with them a few days ago from MEL-PER and I thought I was on a different airline!!

    great job QF you're up there!!!!!!!!!

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  • Sam Moss

    sam122

    4 Apr, 2013 08:22 pm

    It's not bad, but still a bit lame. And come on Qantas, you're not connecting the world, you're just assisting Emirates with its world domination plan. 

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  • johnaboxall

    johnaboxall

    4 Apr, 2013 10:21 pm

    It's funny 'cos it's true. 

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  • mb68

    mb68

    5 Apr, 2013 10:27 am

    Re  QF Corporate flyers using EK, That only means the corporates get to use a more premium product than what they are used to , and have more choice of destinations, BUT , They are still purchasing QF tickets so EK are going to loose lots of $$ out of this .

    EK staff are already freaking out at the drop of sales .

    Cant see this lasting too long

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  • hutch

    hutch

    5 Apr, 2013 11:03 am

    I doubt (very much) that EK would have partnered with QF if it wasn't in their interest. Unless some other evidence is provided to the contrary, I will provide more weight to EK's own due diligence.

    Additionally, just because QF sells the tickets, it does not mean QF keeps the revenue. This is not a the same as QF/BA where they shared revenue and risk. QF sells the ticket with access to agreed partner rates and keeps a small percentage of the sale. EK gets the rest of cash. It's no different to VA selling SQ tickets.

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  • mb68

    mb68

    5 Apr, 2013 11:48 am

    Thanks for your feedback hutch , I agree that EK would not have partnered with QF if it was,nt in their interest.but i was only stating what EK staffers had passed onto me. (maybe they are incorrect)

     

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  • spinoza

    spinoza

    5 Apr, 2013 12:28 pm

    It's not bad, but who else likes the air Asia ad better?

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  • CL9

    CL9

    5 Apr, 2013 04:22 pm

    Me for one...

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  • AndrewYes

    AndrewYes

    5 Apr, 2013 01:07 pm

    Why is New York City in there? 

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  • airtraveladdict

    airtraveladdict

    5 Apr, 2013 02:29 pm

    I really like the ad, much better than that silverchair thing they did which was just cringe worthy and "oh look its sydney" and here is "another shot of sydney..and here is another shot of.... "sydney"...and guess what is next? another shot...surprise! "sydney"...

    Clearly emirates has had a lot of influence with making ad, because its similar in style with the other emirates ads.

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  • Performa

    Performa

    8 Apr, 2013 01:50 am

    Interestingly Etihad is to turn 10yrs old in early Nov this year, and both EK and QR at the same period had 16 and 21 aircraft respectively, EY has 72. Both EK and QR did not have the global reach that EY has at the same 10 yr period, and not forgetting the ownership stakes and airline agreements EY has in place. EK since that 10 yr period has grown in the last 18yrs from 16 a/c to over 200 a/c, QR has over 100 a/c. This is the first time EK has really stepped "outside" of itself. There might be some merit in QR and BA joining forces through DOH to Australia. I think the issue of EK not being a member of Oneworld is a little confusing to the average pax, when QR is a member or about to be! Food for thought!

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  • mb68

    mb68

    8 Apr, 2013 02:52 pm

    Yes I have always thought that EY is the sleeping giant . Good point David!

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23 Jul, 2019 09:07 am

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