QF - New Brand Advertising Campaign

[Wunala Dreaming]

About Qantas - Our Company - Advertising - Qantas International Brand Campaign

On 28 April 2008, we launched a new brand advertising campaign highlighting Qantas as the world's most experienced airline.

Qantas has been flying continuously for longer than any other airline in the world - for over 87 years. We were the first airline to introduce business class in 1979, our operational standards are world leading, and we remain the true pioneer of long haul air travel.

The first phase of this new campaign will run from April to August 2008 in North America, the United Kingdom and in Asia.

The campaign features some of our First Lounge staff and Cabin Crew, and is set to a new soundtrack of the Australian classic 'Land Down Under'.

The campaign will be viewed worldwide online, as well as being seen overseas on television, outdoor billboards, and in newspapers and magazines.

View the campaign at qantas.com/experience.

View the new Qantas TV commercial*

• The World's Most Experienced Airline

 

[oz_mark]

About Qantas - Our Company - Advertising - Qantas International Brand Campaign

On 28 April 2008, we launched a new brand advertising campaign highlighting Qantas as the world's most experienced airline.

Qantas has been flying continuously for longer than any other airline in the world - for over 87 years. We were the first airline to introduce business class in 1979, our operational standards are world leading, and we remain the true pioneer of long haul air travel.

I thought KLM had been around longer - or don;t they count them now?

 

[NM]

I thought KLM had been around longer - or don;t they count them now?

The key term is "flying continuously". Yes, KLM started before Qantas, bit had an enforced sabbatical in the early 1940s.

 

[openseat]

Interesting variation of Men at Work's Downunder song. Silk purse from a sow's ear, perhaps.....

 

[Fluid-Flyer]

It might be my eye-sight, or the dreamy out of focus imagery, but has half the wing tip been removed from the 747 at the start of the ad? (I realise Qantas is cutting costs, but...)

 

[simongr]

Must remember to look at this when I get home - webfilters seem to be blocking it...

 

[serfty]

It might be my eye-sight, or the dreamy out of focus imagery, but has half the wing tip been removed from the 747 at the start of the ad? (I realise Qantas is cutting costs, but...)

Nah, there's a winglet at the end of the wing - it's a bit hard to spy as it's very brief. The top of red lower side of the winglet lines up with the top of the aircraft's fuselage giving an impression of continuity.

The lower side of the winglet is painted red and can be seen clearly if you pause the motion.

 

[bambbbam2]

It might be my eye-sight, or the dreamy out of focus imagery, but has half the wing tip been removed from the 747 at the start of the ad? (I realise Qantas is cutting costs, but...)

 

[dot]

To my eye, it looks to have been shortened so that it is flush with the top of the fuselage. It could be a trick of optics and angle; have a look at this image as a comparison:

In the video, the winglet chord looks too large at the tip - I suspect the video producers took a bit of artistic license and shortened the winglet to give a smoother line on the aircraft for that shot.

 

[Keith009]

Cool that they're placing some emphasis on frontline staff, which IMO are one of the airline's greatest strengths. They must finally be learning from SQ's Singapore Girls campaigns.

 

[simongr]

Cool that they're placing some emphasis on frontline staff, which IMO are one of the airline's greatest strengths.

This is QF with the ex-Anset chip on their shoulder anti-J pax staff you realise... they are one of the reasons I don't love flying QF...

 

[openseat]

There was something a little familiar about the line, "The world's most experienced airline".

A little searching found that Pan Am used the exact byline in the early 70's.

Pan American World Airways - Wikipedia, the free encyclopedia
YouTube - Pan Am: World's Most Experienced Airline (you have to wait till the end)
Pan Am about to make its final exit - USATODAY.com

Another strange thing about it is that QANTAS is(or has been) known as QANTAS Airways (at least that is what it is on the ABR).

Finally I noticed how they describe themselves as "the Australian airline (sic)", holding onto patriotic high ground.

 

[oz_mark]

To my eye, it looks to have been shortened so that it is flush with the top of the fuselage. It could be a trick of optics and angle; have a look at this image as a comparison:


In the video, the winglet chord looks too large at the tip - I suspect the video producers took a bit of artistic license and shortened the winglet to give a smoother line on the aircraft for that shot.

I actually think its a trick with the angle of the video, and the angle that the winglet is at.

 

[oz_mark]

It might be my eye-sight, or the dreamy out of focus imagery, but has half the wing tip been removed from the 747 at the start of the ad? (I realise Qantas is cutting costs, but...)

I don't think they spent great gobs of cash on this ad.

 

[AnonymousCoward]

Cool that they're placing some emphasis on frontline staff, which IMO are one of the airline's greatest strengths. They must finally be learning from SQ's Singapore Girls campaigns.

Yeah, but in general my experience has been that SQ's attendants are actually friendly and helpful. The same can't be said of QANTAS (in general), especially in Y!

 

[Josh]

Sitting in the AC in SFO at the moment watching CNN -
Just saw this ad come up on tv. Was a nice surprise

 

[jpk]

This is QF with the ex-Anset chip on their shoulder anti-J pax staff you realise... they are one of the reasons I don't love flying QF...

Slightly (or very) OT, but just curious if people feel QF's service levels were higher (especially in J and the lounges) when Ansett was still around? It was just a novelty for me to be on a plane back then, so no real idea... thanks.

 

[serfty]

Slightly (or very) OT, but just curious if people feel QF's service levels were higher (especially in J and the lounges) when Ansett was still around? ...

Domestically this was certainly the case.

 

[straitman]

I actually think its a trick with the angle of the video, and the angle that the winglet is at.

Agreed.
With the different perspective and different engine types in each shot it's really hard to compare. The second shot also looks like the nose is on the grass.

 

[oz_mark]

Agreed.
With the different perspective and different engine types in each shot it's really hard to compare. The second shot also looks like the nose is on the grass.

Actually, I hadn't noticed that!