Claydon Heeley has unveiled its first work for the Australian
airline, Qantas, after picking up the below-the-line account last
This first campaign will communicate to customers the complete refit of
the Qantas fleet and is aimed at driving business bookings in the
pre-Christmas period, a key time for the airline.
Claydon Heeley is the first UK agency that Qantas has appointed to
retain its below-the-line business. The airline has a strategic alliance
with British Airways, which the agency also handles, sharing the task
for both with the above-the-line agency, M&C Saatchi.
The triangular mailing, which is going out to the UK’s corporate travel
bookers and travel agents, opens out to reveal a photograph of Sydney
The cover line, ’fresh thinking around the world’, is extended
throughout the brochure, communicating the ’refreshing’ features of
travelling business class. It also contains a question and answer
section highlighting the new features.
Claydon Heeley is expected to create six to eight campaigns for Qantas
in the new year, including some work for standard-class travellers.
Both Qantas and British Airways are part of the One World global
alliance between five companies. The other three are Cathay Pacific,
American Airlines and Canadian Airlines.
Claydon Heeley was given responsibility for promoting the One World
brand last month. One World was formed to compete against the Star
Alliance, a similar link-up between Lufthansa, United Airlines and
British Airways is planning to spend millions of pounds marketing the
One World brand, which will eventually appear on every aircraft,
check-in and advertising campaign for each of the group’s airlines.
One World was developed by the design consultancy, Interbrand Newell &