Qantas will unleash a new wave of advertising this weekend, based on the theme of "Feels Like Home."
It's the first "brand campaign" since Qantas corporate affairs exec Olivia Wirth took up the marketing mantle in mid-2013, and the airline says it's intended to remind people of that unique feeling of heading home with Qantas.
“We often hear that seeing the Qantas red tail at an airport, or stepping on board a Qantas aircraft, makes Australians feel like they’re halfway home already" explained Qantas Group CEO Alan Joyce at the campaign launch in Sydney.
"That’s the spirit we wanted to capture."
“The stories we're telling through this campaign are repeated everyday across our network" Joyce explained.
Wirth says the campaign's mission "is all about rekindling that emotional connection with Qantas that we all know Australians have for the airline."
Set to the Randy Newman song Feels Like Home, performed by breakout Aussie singer Martha Marlow, the new advertisements tell the stories of five Qantas passengers and their journey home to Australia, to be welcomed by their loved ones at the airport.
- Pilbara, WA - Matt (35) from Adelaide, works long shifts at Fortescue Mine in the Pilbara, Western Australia. It’s a long way from home but it all seems worthwhile when he sees his young family rushing to greet him at the airport when he returns.
- Hong Kong - Melinda (32) and Iker (33) live in Hong Kong and have a small baby, Alexo. Melinda grew up in Sydney and is looking forward to showing him off to his proud grandmother back home in Australia.
- London – Alice (27) grew up in Adelaide but has lived and worked in London for the three years. She returns home and is greeted by her mum and sister after a long time apart.
- LA - Charlotte (7) lives in Brisbane and has been holidaying with her grandparents in Los Angeles. Even though she is excited to be travelling on her own, Charlotte loves coming home to be with her mum and dad even more.
- Santiago - Backpacker Jacob (22) is a chef from Bunbury, WA who has been backpacking, rock climbing and horse riding through Chile for the past few months. He misses his mum’s home cooking and is intrigued to see his younger brother’s new beard. He returns home to see his mum, dad and two brothers.
The clips were filmed in Sydney, the Pilbara, London, Santiago, Los Angeles and Hong Kong.
You can watch a two-minute montage of the five advertisements below [note: this YouTube clip can be viewed only in Australia].
Qantas says it was "a major logistical exercise to ensure 'real emotion' was captured when the five Australians were surprised by their loved ones in the airport arrival hall", with four different camera setups used to simultaneously film each reunion as they happened.
"We believe that this is an opportunity to really tell the stories – and they are authentic stories" Wirth said of the campaign.
"This is about five real passengers, five real Qantas customers and our Qantas staff. That authenticity was really important to us."
"It is real, it is authentic, and it is important that that genuine experience of homecoming really comes through in these ads. It is about the pull of home."
Now that you've seen the clip, read the background and got the context of the campaign, what's your take?
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