23 OCT 2017
Qantas offers Americans a free passport to see Australia
In a new digital and online campaign targeting US travellers Qantas is encouraging more Americans to holiday in Australia by offering to pay for their passport.
Qantas’ Not Your Typical Airline campaign launches today in the US and is timed to support the arrival of the airline’s new 787 Dreamliner.
The video and digital banner ads tap into the insight that only 40 per cent1 of Americans hold a valid passport and that Qantas is offering these travellers a US$135 discount, or the cost of a US passport, off their next ticket to Australia.
Other components of the campaign showcase the Great Barrier Reef and Uluru as well as Australia’s unique hiking trails, outback water holes and native animals, explaining that Australia also offers not your typical vacation experience.
Qantas Chief Customer Officer Olivia Wirth said the airline is keen to encourage more Americans to apply for a passport and make Australia their next international holiday.
“Australia is in the top five destinations Americans would consider travelling to in the next four years,2 yet more than half the population do not hold a valid passport,” she said.
“We want to make this process easier and offer our American customers US$135 off the price of their fare, essentially covering the cost of a new passport.
“As Australia’s national carrier we are proud and excited to share all that Australia has to offer – and with this campaign we are keen to help boost tourism to our cities, towns and regional areas at the same time.”
Says Asheen Naidu, Executive Creative Director, BWM Dentsu Sydney: “Sometimes the most obvious solution is the right one. When we realised that three out of five Americans don’t have a valid passport, we immediately came up with the idea to help them get one. After all, if you want more people to travel, first you have to make sure that they can.”
More than eight million international visitors travelled to Australia in the year ending June 2017, injecting $40.6 billion into the Australian economy. Of these, 753,000 visitors were from the US spending a total of $3.7 billion during their stay, up seven per cent on the previous year.3
Just over a third of US travellers visit up to five regions when travelling to Australia, following food and wine trails, exploring coastal areas and spending time experiencing Australia’s native animals and wildlife.
Qantas offers more non-stop flights per week between the US and Australia than any other airline with direct flights from Honolulu, Los Angeles, San Francisco, New York, Dallas/Fort Worth and Vancouver.
It is the only carrier to operate the award-winning A380 between the US and Australia, and in December 2017, will add a new service from Los Angeles to Melbourne on the new Boeing 787-9 Dreamliner.
To redeem the discount, US customers can visit qantas.com/passport and enter the promo code ‘PASSPORT’. The offer is available to all US citizens irrespective of whether they hold a passport.
The offer is valid between 19 October – 28 November 2017 for all ticket classes on flights originating in the US to Australia booked on qantas.com.
1 2016 valid passports in circulation (including passport cards): 131,841,062 https://travel.state.gov/content/passports/en/passports/statistics.html
You may also like
25 NOV 2016
Asia Pacific’s Digital Disruption
14 DEC 2016
iProspect promotes Ollie Rapson and Huxley Stewart
16 DEC 2016
BWM Dentsu Melbourne appoints Romanca Jasinski as new Head of Integrated Production
21 DEC 2016
52 reasons we’re excited in 2017.
10 JAN 2017
Soap Creative's 2017 Future Predictions
18 JAN 2017
New iProspect launches specialist data division
10 FEB 2017
Celebrating premmie babies with new campaign
7 MAR 2017
BWM Dentsu recognised in Campaign Brief's Hot + Cold List
10 MAR 2017
Isobar crowned Adnews' Digital Agency of the Year
14 MAR 2017
WiTH Collective promotes for growth
16 MAR 2017
HOYTS relaunches Rewards Program via BWM Dentsu
24 MAR 2017
Natural Gas proves ‘Instantly Better’ in warming campaign via BWM Dentsu
27 MAR 2017
BWM Dentsu wins Silver Outdoor Lotus at Adfest 2017
31 MAY 2017
Dentsu Mitchell wins UNIQLO Australia media account
02 JUN 2017
The Past, Present and the Future: Managing the Complexity of Change
15 JUN 2017
Dentsu Aegis Network sets the pace on data protection, appointing Mark Keddie as its first Global Data Protection Officer
16 JUN 2017
Australian ad spend to hit A$15.4 billion in 2017 with digital driving growth
27 JUN 2017
Dentsu Aegis Network Announces Two Key Senior Executive Appointments
20 JUL 2017
iProspect Australia wins Best Content Strategy at international Content Marketing Awards
24 JUL 2017
Dentsu Mitchell and Patties Foods serving up bold campaigns for more than 10 years
15 AUG 2017
BWM Dentsu positions for growth with new leadership team
05 SEP 2017
The Story Lab launches content series for Brown Brothers
09 OCT 2017
iProspect New Zealand Welcomes Two
06 DEC 2017
WiTH Collective - Linked by Isobar, Launches ‘Unite for the Reef’ Campaign renames colours of the Great Barrier Reef after the citizens protecting it
14 MAR 2018
Accordant joins the Isobar Australia Group, boosting Group's end-to-end digital transformation offering
23 MAR 2018
Posterscope launches dynamic out-of-home digital campaign for Formula 1 2018 Rolex Australian Grand Prix
16 APR 2018
BWM Dentsu & Haystac launch groundbreaking voice cloning program 'Project Revoice' for people with Motor Neuron Disease (ALS)
22 JUN 2018
Dentsu Aegis Network announces acquisition of Klip Desk
13 JUL 2018
Vizeum, Posterscope and MINI Australia showcase the latest ‘Connected' model utilising dynamic digital Out-of-Home