Studies show that Australia is at the top of Americans' bucket list. But despite being Australia's national carrier, Qantas was losing its position as Americans' go-to airline for the trip. Our brief was to raise awareness and consideration of Qantas amongst Americans who dream of a holiday in Australia.
The initial scope of the project was to create a standard banner campaign using existing assets only. However, recognising there was a bigger PR opportunity, we collaborated across Planning, Creative, Account Management, Production and with partner agency Haystac to redefine the brief and pitch an altogether different approach to Qantas.
By analysing data from the U.S. State Department, we found a key local insight that no one in the travel business was talking about: there are less than 135 million valid U.S. passports in circulation, which means that 3 out of 5 Americans don't have one.
So we decided to help more Americans travel to Australia with Qantas, by giving them a free passport.
'The Passport Take-Off' launched on Facebook and Twitter 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 a flight to Australia at Qantas.com and enter a promo code to get the full cost of a new U.S. passport taken off their ticket.
The campaign was supported by targeted digital banners, EDMs, social posts and PR.Results
Over 17.4 million Twitter impressions were generated in 4 weeks, reaching 9.5 million users.
And in just 10 days, Qantas.com received over 20% of its total annual website traffic.