QF ditches iconic theme

[Paddy55]

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.

Agree with your observations very much
Don't think it's a good signal to overseas markets at all
It seems to abandon the 'mystique of Australia' that attract many tourists in the first place.
As for 'spreading the word' wasn't there a report in the last couple of days suggesting Qantas has lost their hold on Gen Y, suggesting the prime users/audience of Social Media aren't going to do what Qantas hopes for.

Is it too late to get John Borghetti back? :mrgreen:

 

[tm.smile]

Agree with your observations very much
Don't think it's a good signal to overseas markets at all
It seems to abandon the 'mystique of Australia' that attract many tourists in the first place.
As for 'spreading the word' wasn't there a report in the last couple of days suggesting Qantas has lost their hold on Gen Y, suggesting the prime users/audience of Social Media aren't going to do what Qantas hopes for.

I personally don't see that it excludes tourists. I don't think Qantas are going to sell the "Spirit of Australians" side of things to tourists at all. If it were marketed, it could be angled as a representation of the people and many tourist's first encounter with an australian would be on a Qantas plane. Americans do have a rather fond view of Australians as do many other countries around the world.

I think that the "you're the reason we fly" could also appeal to tourists....

Qantas just needs to back up statements with action and on board experience. Otherwise it's just meaningless words.

As for Social Media, I'm gen Y and I'm engaged with them on facebook, but then again, I could be anomaly...

 

[bigjobs]

^^ what does 'engaged with them on Facebook' mean? You've 'liked' their page? Are you in a conversation with them (engagement)? ...

Just in the same way lots of people got 'engaged' on social media with the Kony video recently.

 

[Jamesl]

How long is it going to take to repaint the fleet considering some aircraft still carry the tag line of the "the Australian airline"?

 

[tm.smile]

^^ what does 'engaged with them on Facebook' mean? You've 'liked' their page? Are you in a conversation with them (engagement)? ...

Well it starts off by liking them, but keeping up with any news etc, watching youtube videos, uploading photos, entering their promos, tweeting or fb'ing them with any issues or complements i might have... and so on.

 

[songman]

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

I believe the "Spirit of Australians" is just being used on the two aircraft which are to be plastered with names, as a play on the "Spirit of Australia" tag.

 

[Hvr]

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

For some reason nothing is happening at this site. It diverted to https://www.qantasyou.com/#home

 

[haydensydney]

Some more thoughts from Hayden's armchair lol:

1. How much would this whole exercise cost, it sounds extensive? The cost to repaint & rebrand - could this money be more effectively used by paying engineers and pilots more $$ and end the industrial 'strains' in employer/employee relations?
2. I've thought about the actual tag line "Spirit of Australians" and whilst it is grammatically correct (or valid) it just doesn't sound right and doesn't roll off the tongue.
3. I agree that it sounds like it excludes some demographics

 

[nlagalle]

Some more thoughts from Hayden's armchair lol:

1. How much would this whole exercise cost, it sounds extensive? The cost to repaint & rebrand - could this money be more effectively used by paying engineers and pilots more $$ and end the industrial 'strains' in employer/employee relations?
2. I've thought about the actual tag line "Spirit of Australians" and whilst it is grammatically correct (or valid) it just doesn't sound right and doesn't roll off the tongue.
3. I agree that it sounds like it excludes some demographics

On point 1 it's a one time cost as opposed to going. Companies have to spend money on advertising and marketing. IIRC the pilot beef wasnt about money, and the engineers want too much.

 

[here2go]

I wonder if JQ will do something similar. "The Spirit of Bogan"

 

[bossreggie]

One thing I have learned from my years on this forum.... AND in life.

Haters gonna hate.

I am a Glass 1/2 Full type of guy. I'd love to see QANTAS get back to where they used to be. I'm not naive enough to believe that a social networking campaign will turn the company around.

But.... What IF... It's the start of promoting a new culture? What if we, as PAX embraced what they were trying to do?

I am no QANTAS fanboi..... My past couple of DOM flights AND my next 2 are with VA. I also keep an open mind with them.

IMHO..... Neither of the 2 airlines are perfect. But I'm going to give them BOTH the benefit of the doubt. I'm going to be positive about what they try to do. That's just exactly how I am. I'm also not going to base my opinion on ANY single experience. (Good or Bad)

Boss

 

[haydensydney]

But.... What IF... It's the start of promoting a new culture? What if we, as PAX embraced what they were trying to do?

Really? You think adding two letters to the end of "Australia" will be the catalyst for a) a new internal high performance culture and b) inspire the swathe of passengers converted to VA to return to mother hen after a brief sojourn with the dark side? I'm unconvinced... but every long journey starts with a single step and perhaps this is the first step for QF.

Lets see shall we?

 

[cove]

I am not missing John Travolta.
Last night in J we had beef cheeks, a St Hallets red and a Para port which was very nice.

 

[nlagalle]

Really? You think adding two letters to the end of "Australia" will be the catalyst for a) a new internal high performance culture and b) inspire the swathe of passengers converted to VA to return to mother hen after a brief sojourn with the dark side? I'm unconvinced... but every long journey starts with a single step and perhaps this is the first step for QF.

Lets see shall we?

Hayden, as someone who has flown pretty much weekly since before the grounding I have noticed a massive culture shift with staff, definately a more genuine feel and proud of who they work for. This is my observation.

 

[bossreggie]

Really? You think adding two letters to the end of "Australia" will be the catalyst for a) a new internal high performance culture and b) inspire the swathe of passengers converted to VA to return to mother hen after a brief sojourn with the dark side? I'm unconvinced... but every long journey starts with a single step and perhaps this is the first step for QF.

Lets see shall we?

I think EVERY change made, has to start somewhere. So in that we agree.

Look at you own personal experience as a supplementary Centurion Cardholder. You, at one stage extolled the virtues of said card and sung its' praises. Now that they have diluted some benefits you felt were worthwhile, you have made a change in the way you think. As per your post, you are freeing up some money which would have been spent on a membership, to ensure you have enough to have a wicked 30th. IMHO..... You are defo doing the right thing there!

My point being.... Everyone can change. They change allegiances and that is not such a bad thing. it helps keep business on their toes.

I think QANTAS has lost their way a bit. Honestly, I think that Virgin Australia now offers a REAL alternative. Hey, I'm now flying them.... I also provide them constructive feedback. I have never had a terrible flight with VA. I look forward to their J service being a bit more polished. I am sure it will happen and Qantas will need to respond.

Will this campaign change the airline?. Probably not..... But if it gets their staff members starting to think about the culture and it gets passengers interested... Who knows?

Boss

 

[Happy Trails]

Last night in J we had beef cheeks.

Er, from which end of the beast?

 

[gpr49697]

seems more like rearranging deck chairs on the titanic.

 

[JohnK]

I wish Qantas all the best and sincerely hope they are around for many years to come.

I really do like "I still call Australia home" and would hate to see it go. I also do not like change. And I hate it marketing gimmicks and social media even more.....

 

[RickyT84]

Hayden, as someone who has flown pretty much weekly since before the grounding I have noticed a massive culture shift with staff, definately a more genuine feel and proud of who they work for. This is my observation.

I started to notice this small shift in staff attitude on my travels as well. The FAs (sometimes) greets me with a "Welcome back" (even though I am a lowly PS) and they are a bit more sincere in their interaction with customers.

Hope this campaign will generate some positive buzz for QF and make people think about the brand in a positive way.

 

[cove]

Last night the staff on QF were really good. There is a real change that I could feel. It seems to be a change for the better.