Qantas, Australia’s national airline, is ending a seven-year exile
from TV in Britain with new advertising designed to appeal to more
upmarket travellers.
The TV work is part of a pounds 2.5 million campaign through M&C
Saatchi, the first major work to be produced by the agency since it
picked up the account three years ago.
The TV, press and poster initiative will promote the airline’s new first
and business class seats, focusing on comfort, service and cuisine.
The campaign is a significant upswing in UK advertising activity by
Qantas, which had been marking time with tactical work while its new
offerings were developed and introduced.
Developed from the cradle seat introduced by British Airways, a
substantial stakeholder in Qantas, the new seat is claimed to be the
most comfortable in the air. It is electronically adjustable and
ergonomically designed to offer maximum back support.
The advertising will also feature new menus devised by Neil Perry, one
of Australia’s leading chefs, who owns two restaurants in Sydney. The
food served is fresh and cooked on the plane.
The campaign kicks off on Monday with a 30-second commercial originated
by the M&C Saatchi agency in Sydney and adapted for the UK by James
Lowther, the London agency’s joint creative director.
The television advertising is being supported by a print campaign
produced in London by the writers, Duncan Timms and Richard Ralphsmith,
working with the art directors, Will Bates and Max Landrake,
respectively.
Media for the campaign is being planned by Walker Media and bought by
Optimedia.
