In the 1990s, Qantas tugged at Aussies’ heartstrings with its successful ‘I Still Call Australia Home’ campaign – now in these COVID-19 times, the airline has many people in tears again with its latest advertisement ‘Fly Away’, released on Monday.
The advertisement, featuring the Australian singer Tones and I’s song ‘Fly Away’, is announcing extra rewards for flyers fully vaccinated against COVID-19 – in essence it is a vaccination call to arms.
“Another great example of an ad that may have been produced on a small budget but is spot on in getting Australians to image what life could be,” says Luma Research CEO Sally Joubert, who ranked the advertisement in the top third of all ads tested globally.
Qantas, which posted a $1.7 billion after-tax loss for the financial year, has estimated it has lost $12 billion from the pandemic – so it needs people to be able to fly again.
“If you’re a Qantas Frequent Flyer who has been fully vaccinated for COVID-19, we want to say thank you for protecting yourself and the community with your choice of reward, and the chance to win a fantastic major prize,” said Qantas in the ad.
The ad experts say Australians are drawn to the scenes showing what the future might offer when vaccination rates are high enough – and are likely to feel positive about the airline as a result.
It certainly seems to be working. Infectious diseases expert Dr Nick Coatsworth said: “This is how you get people looking forward to what a vaccinated society looks like.”
Grab a tissue and watch it yourself by clicking the link below.
