Qantas today launched the next phase of its advertising campaign including a television commercial following a successful teaser campaign and featuring music by Australian artist Daniel Johns.
Qantas Executive Manager Marketing Mr Lewis Pullen said the response to the teaser campaign had exceeded expectations with over 60,000 entries, 200,000 unique visitors to qantas.com/you and 16,000 downloads of the mobile app in just over two weeks.
“We opened the Qantas Hub on 2 July and we had over 20,000 Australians sign up to participate on the first day. It was a pleasing response; particularly given we raised our target of $100,000 for Mission Australia on the first day of the campaign,” said Mr Pullen.
“We have also selected hundreds names to go on the side of an A380 and B737 the new decals will be unveiled in coming months,” said Mr Pullen.
“Over the past few weeks we have been progressively building the end frame to our television commercial and we now have over 25,000 photos of Australians that form the Qantas logo in a mosaic tile. This will air on Sunday night and will feature an original piece of music created by Australian artist Daniel Johns titled Atlas.”
The television commercial takes the viewer on an aerial tour canvassing scenes of Australians going about their everyday activities and ends with a portrait of the faces, supporting the narrative ‘Australians fly for many different reasons, we fly for one, you’re the reason we fly’.
The soundtrack Atlas was recorded by Daniel Johns in conjunction with the Australian Chamber Orchestra and is the first piece of commercial work undertaken by the artist. Daniel Johns said creating Atlas has been a unique experience for him.
“When Qantas first approached me, I agreed to the project as I was really into the idea of creating a piece of music that represented Australia. I wanted it to sound big, something special. It was a conscious effort to create a good piece of music and not just a jingle. I’ve also wanted to work with the Australian
Chamber Orchestra for a long time now so it was great to finally be able to do that. I’m really happy with how the song turned out,” said Daniel Johns.
Mr Pullen said Qantas will also introduce an Olympic treatment which will launch in conjunction with the start of the Olympics.
“As part of our support for the Australian Olympic team and Paralympic teams, we have also developed an Olympic version of our new TVC. Its features Bernard Tomic, Steve Hooker, Liesel Jones, Courtney Atkinson and Kelly Cartwright, all training for their respective goals and representing the spirit of Australians in London,” added Mr Pullen.