QANTAS Ad on TV

[Flashback]

Just saw an ad on TV, something about choosing QANTAS for business travel ... anyone else come across it?

 

[oz_mark]

The one with paper planes flying down the street?

YouTube - Qantas's Channel

 

[Flashback]

The one with paper planes flying down the street?

YouTube - Qantas's Channel

I didn't get to see the actual video, only heard it (caught the very end of it) as I was busy AFF'ing

 

[serfty]

See the last four clips on this web page ...

Qantas Media Room

 

[oz_mark]

I didn't get to see the actual video, only heard it (caught the very end of it) as I was busy AFF'ing

Somethin like:
Wherever your work takes you around Australia, Qantas makes business travel a breeze

 

[Flashback]

Somethin like:
Wherever your work takes you around Australia, Qantas makes business travel a breeze

That sounds about right.

 

[wallacej]

I have not seen the ad on tv but did get quizzed about whether I had seen that ad in an online survey I completed last night. I guess they were trying to see how quick the ad was noticed, it sounds very new
Posted via Mobile Device

 

[odysseus]

Oddly, I don't see a lot of ads that are talked about, but have seen that a fair few times over the past couple of weeks. I think it's on around 6 p.m.

 

[crazydave98]

Somethin like:
Wherever your work takes you around Australia, Qantas makes business travel a breeze

Or as one of our wags put it saying "Qantas makes business travel a breeze" is just marketing spin for "traveling on Qantas blows".

Actually I think the ads are brilliant - beautifully produced, great imagery, sophisticated message and the tone is a total contrast to the present crop of JQ ads (which are also very good for their chosen market) which helps separate the two brands. But as our wag pointed out, it's one thing to say something about your company and quite another to actually deliver it.

CrazyDave98

 

[crazydave98]

See the last four clips on this web page ...

Qantas Media Room

some terrific videos there - being a plane spotter I like the ones of the inaugural B707 service 50 years ago, and having the Avro flying in the shadow of the A380 is very clever. Funnily enough they didn't include this one of Pam Ann doing the safety demonstration
YouTube - Pam Ann as Gloria Qantas - Spirit of Australia

 

[oz_mark]

Actually I think the ads are brilliant - beautifully produced, great imagery, sophisticated message and the tone is a total contrast to the present crop of JQ ads (which are also very good for their chosen market) which helps separate the two brands. But as our wag pointed out, it's one thing to say something about your company and quite another to actually deliver it.

Never confuse sales with delivery

Actually, I do like the ad's. Different to what we have had in the past from Qantas as well.

 

[samh004]

That ad is very well done, not seen it on TV though. I also like JQ's new ads, which I have seen as they're always playing.

 

[Flashback]

That ad is very well done, not seen it on TV though. I also like JQ's new ads, which I have seen as they're always playing.

Especially so for you I guess as they do a lot of ops out of OOL.

 

[pauly7]

I think the ad is beautifully shot and does well playing on the emotional benefit of flying QF over its competitors.

Also think the QF and JQ ads running together cleary position each brand very seperately and again leave Virgin sitting in the middle doing.....?

 

[crazydave98]

I think the ad is beautifully shot and does well playing on the emotional benefit of flying QF over its competitors.

Also think the QF and JQ ads running together cleary position each brand very seperately and again leave Virgin sitting in the middle doing.....?

What's wrong with being in the middle? I would for example call Toyota in the middle with BMW/Merc/Audi above and Hyundai/Daiwoo/etc. below. The Jetstar "good times" ads would be a total turnoff for business travellers and the beautiful "Qantas blows" ads are hardly going to appeal to holiday seekers.

We aim to appeal to both leisure and business travel segments with the only truly national jet network in Australia - we fly jets to 28 domestic ports while Qantas and Jetstar operate jets to only 20 ports each (with all capital cities and then some overlapping).

"Stuck in the middle" is just a cute but meaningless marketing spin phrase from Qantas who would be very glad to have seen it swallowed whole. Even if the Qantas and Jetstar brand strategies are exactly for each of them it does not follow that there is anything wrong with our strategy.

We are very comfortable in the middle thank you. In the financial year just finished our short haul operations (of which 80-90% is domestic depending on what measure you choose) has grown by 14% and our passengers have grown by 9% while the Qantas group domestic has dropped 1% passengers and no capacity growth. Qantas group domestic yield went down about 4.7% according to their May traffic report (11/12 months) while ours went down only 2.4% despite the strong capacity and traffic growth.

If anyone is stuck at present it is Jetstar. Tiger has positioned itself successfully as the price leader (although with its massive losses we cannot be sure how long that will be sustained) and Virgin Blue is clearly positioned as a better quality low fares airline.

cheers

CrazyDave98

 

[notzac]

Funnily enough they didn't include this one of Pam Ann doing the safety demonstration

Dave, does this mean you're going to commission a couple ads with Pam Ann?

 

[straitman]

crazydave98,

A really great answer thanks :!:

 

[N860CR]

I too stuggle with this "Virgin Blue is stuck in no-mans land" way of thinking.

TT/JQ clearly put themselves at the bottom end so they don't appeal to business travellers or personal travellers who are short on time and don't appreciate the generally poorer service (yes, I fall into both of those!). QF on the other hand claims to be the full-service top of the tree airline and for this offer a number of benefits (which are of great value to me - which is why I use them), however for this we generally pay a premium and put up with often inconsistant service.

Virgin, however, have positioned themselves so they they appeal to the leisure/personal (yes, they're different - eg JohnK or myself who commute which is not leisure) and the business traveller who is a little more savings orientated but still wants his FF points, FF status and perks (lounge etc). They also offer a very consistant and high quality product.

Yes, Virgin is definatley "In the middle", however that doesn't make it no-mans land and there is absolutley nothing wrong with how they've positioned themself. One would argue it might even be the best place to be in an unstable market.

Just my view anyway.

 

[oz_mark]

Most products have a range of levels. It's not like hotels have to choose to be backpackers places or 5 star resorts. There are plenty of opportunities to be in the middle. If a business believes it can operate most profitably in the middle then that is great.

However, most people on this board take it from the perspective of the buyer. And what comes through quite often, is that what people want is for competition. Not because they want to use the competition, but because they want the price pressure that comes with it.

How often do you see questions like "Will Qantas match the price?", "Why is Qantas so expensive compared to the competition?". So why should anyone really want to develop a product to compete head on with Qantas in the premium market, when there is such a mindset that would need to be overcome.

 

[serfty]

There are many such nich markets where the product is traditionally over priced whereas times have moved on.

One is with Prescription spectacles, these days a machine can grind a pair of lenses out in a few minutes, costing well less than $10 a set. However, such glasses continue to sell at well over that due to the historical perspective. So what happens, niche franchises like "Optical super-savers" and the like crop up regularly. Once they start making an impact to sales for the established chains, they simply buy them out.

Another is toothbrushes - would you believe the Colgate toothbrush you purchase for $4 is probably landed in Oz for less than 25¢. They sell for around $1 each wholesale. I was involved for 5 years in the import and sales of equivalent product, wholesaling for ~75¢. Made a quid at the start until the big boys started reducing thier costs - in the end we quit while we were ahead.

Airlines are neither toothbrushes or spectacles, but the "two airline" system is long in the past ...