Claydon Heeley drive for Qantas promotes ’refreshing’ features of business class

Claydon Heeley has unveiled its first work for the Australian airline, Qantas, after picking up the below-the-line account last month.

Claydon Heeley has unveiled its first work for the Australian

airline, Qantas, after picking up the below-the-line account last

month.



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

harbour.



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

Swissair.



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 &

Sorrell.



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