QF ditches iconic theme

[markis10]

Qantas benches iconic 'home' song


QANTAS has sent its iconic advertising line, I Still Call Australia Home to the bench with the unveiling of a new line, The Spirit of Australians.

The airline said it may still use the "I still call Australia home" theme for special event advertising.The new campaign, which has a heavy social media element that will see customers' names painted on planes and customers included in TV ads, launches in press and promoted via YouTube on Sunday.

The airline says the move is a bid to encourage customers to help promote the brand.





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See this thread on more details re the new campaign!

http://www.australianfrequentflyer....-frequent-flyer-program/qantas-you-40893.html

 

[SeatBackForward]

Hmm, they could have simply re-worded the old theme.

"I still call Singapore Home"?
"I still call Australia a Destinaton"?

 

[RickyT84]

I don't see how different the new tagline is compared to (what I thought is) the existing tagline of 'Spirit of Australia' which is painted on all QF aircrafts....

 

[Red Roo]

We are changing “Spirit of Australia” to “Spirit of Australians”. These two extra letters symbolise a continued commitment to what matters most, you.
Find out more at Qantas.com/you

 

[bigjobs]

lol ... people will be sucked in by anything. I hope this makes it onto The Gruen Transfer and they have some fun with it.

The airline says the move is a bid to encourage customers to help promote the brand

... they want customers to do what ???

 

[smit0847]

Shouldn't it be "Spirit of Sydney" since that's all you seem to focus on?

 

[TheInsider]

... they want customers to do what ???

You obviously don't understand the significance of the NPS or even social media then!

 

[here2go]

Re: QF ditches iconic theme - Now its the Spirit of Australians!

I thought the title for "Spirit of Australians" was a battle between Bundaberg Rum and St Agnes Brandy. Call me old fashioned, but I'm a fan of the St Agnes Three Star, which could rival many cognacs in all but name.

 

[Supersonic Swinger]

The airline says the move is a bid to encourage customers to help promote the brand.

Which one? Qantas or Jetstar?

 

[jukebox333]

We are changing “Spirit of Australia” to “Spirit of Australians”. These two extra letters symbolise a continued commitment to what matters most, you.
Find out more at Qantas.com/you

Clearly, there's a need for an AFF contest is this: What do they two extra letters "NS" mean most to us?

Not Singapore?
New Song?
No Service?
Never Surrender?
Not Serious?

or if you're a QFF member: No Seats?


I'm sorry, but for me this change is just window-dressing of the worst sort. I shudder to think how many thousands of dollars get spent on "consultants" that tell companies to pull stunts like this. You have to ask: Will it put more bums on seats? Does it make us feel worse about not flying QF? Surely things that matter to QF's customers (including ones who have left the fold, as it were) are what the airline should be concentrating on, instead of putting lipstick on a pig, as it were...

 

[bigjobs]

You obviously don't understand the significance of the NPS or even social media then!

why don't you clear it up for us all then ...

 

[markis10]

I do like the ad, and we need to remember its advertising/marketing after all:

Qantas presents "A tale of two letters" - YouTube

 

[smit0847]

There's one big problem with putting 'Spirit of Australians' on the side of their plane and rolling out this marketing about how 'you're the reason we fly so we're putting it on the side of our planes' which Im surprised no-one has picked up on.





It excludes everyone who is not Australian.


It's like saying 'American Airlines: For Americans'



This isn't going to help Qantas market to anyone overseas because it's going to look like Qantas only want Australians to fly with them. They're going to have to add a lot more than 2 letters to turn that around.

 

[SeatBackForward]

This isn't going to help Qantas market to anyone overseas because it's going to look like Qantas only want Australians to fly with them. They're going to have to add a lot more than 2 letters to turn that around.

But adding to two letters, marketing it to death, but not really changing anything, is the eptiome of "enhancement", its pure Qantas Genius!

 

[SeatBackForward]

But adding to two letters, marketing it to death, but not really changing anything, is the eptiome of "enhancement", its pure Qantas Genius!

Its even better than pure Qantas Genius, its modern Corporate Management genius! no wonder Gen-Y don't care.

 

[bossreggie]

I liked the Ad.

I also think "Australians" come in all shapes, sizes, backgrounds etc.....

When I think of Australians... I think of a generous, fun loving, tolerant people. A people who genuinely care about others.

So.... IF Qantas could actually convey the true "Spirit of Australians" to all their passengers and staff... Well, then we could have one of the world's great airlines.

Let's hope so!

Boss

 

[Supersonic Swinger]

There's one big problem with putting 'Spirit of Australians' on the side of their plane and rolling out this marketing about how 'you're the reason we fly so we're putting it on the side of our planes' which Im surprised no-one has picked up on.





It excludes everyone who is not Australian.


It's like saying 'American Airlines: For Americans'



This isn't going to help Qantas market to anyone overseas because it's going to look like Qantas only want Australians to fly with them. They're going to have to add a lot more than 2 letters to turn that around.

Maybe they could put up the names of all the passengers around the globe impacted by the fleet grounding last year?

 

[codash1099]

I don't dislike the ad (called damning with faint praise), but


Actions speak louder than words.

 

[haydensydney]

I wish Qantas all the best with its remarketing efforts... I hope that two letters 'NS' will save the airline from its implosion, but I won't hold my breath.

 

[Must...Fly!]

I liked the Ad.

I also think "Australians" come in all shapes, sizes, backgrounds etc.....

When I think of Australians... I think of a generous, fun loving, tolerant people. A people who genuinely care about others.

So.... IF Qantas could actually convey the true "Spirit of Australians" to all their passengers and staff... Well, then we could have one of the world's great airlines.

Let's hope so!

Boss

Pretty much exactly what I was going to say bossreggie, well said.