Qantas is Australia’s national carrier and is locally seen as a market leader and a premium Aussie icon that embodies the ‘Spirit of Australia’. But within North America, Qantas is a lesser known proposition competing with a range of airlines for flights across the Pacific, including all the major U.S. carriers. Our brief was to raise awareness and consideration of Qantas amongst Americans who dream of a vacation in Australia.

‘The Passport Take-Off’ launched on Qantas’ Facebook and Twitter pages with a video featuring a real-life Qantas pilot inviting Americans to get themselves a passport “on us”. All they had to do was book their trip Australia at Qantas.com and input a promo code. The social videos were supported by EDMs, targeted digital display banners and PR. The campaign ran from October 19th to November 28th 2017.