0
Twitter impressions in four weeks
0
unique viewers
0
of Qantas' total annual website traffic in just 10 days
Challenge
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.
Solution
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.
'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.
Result
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.
The campaign was supported by targeted digital banners, EDMs, social posts and PR.
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.
Dentsu Creative Thailand - My One and Only Fortune Notebook
Dentsu Thailand want to give a New Year gift that can have a positive impact on employee motivation. By receiving a gift, employees feel valued and recognized, which can enhance their sense of j...
Dentsu Creative Thailand - Stop Elepains
It is a sad truth that Thai elephants are known and remembered as smart and cute animal that can do tricks, can walk on two feet or walk on tiny rope. These are not natural for elephants to do. ...
Dentsu Creative Thailand - The Cupboard to Fight Food Waste
Thailand contributes to an annual average of 18 million tons of food waste, currently ranked 21st in the world and 4th in Southeast Asia. Consumer behavior, particularly the habit of purchasing ...
Dentsu Red Star: Brewing up an outstanding, highly target...
Tiger Beer wanted to seize the opportunity to stay top of mind and boost affinity with consumers during this highly competitive time. The brand and its agency, Dentsu Red Star, decided to run a ...