Qantas launches new campaign with Aussie stars Chris Hemsworth and Baz Luhrmann
Qantas has tapped several famous Aussies for its first campaign in a decade, after the national carrier upset travellers with massive union strikes on footy finals weekend. See the video.
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Qantas has enlisted the help of several famous Aussies to launch its first campaign in a decade in the North American market.
The airline’s “Australia in the Sky” platform features Oscar-nominated producer, director and writer Baz Luhrmann, alongside his wife costume designer Catherine Martin.
Joining the all-star cast of Australian talent is actor and Furiosa: A Mad Max Saga star Chris Hemsworth, models Jess Hart and Charlee Fraser as well as Qantas crew members.
Shot at the airliner’s Los Angeles hangar aboard an A380, the campaign showcases stunning scenes from Australia’s famous landmarks including Bondi Beach, Sydney Harbour, Melbourne’s Federation Square and the Great Barrier Reef.
“Like all Australians, I feel a great deal of pride in Qantas. The moment you step on the flight you’re embraced by the unique spirit that brings a little of Aussie magic to every journey,” Luhrmann said.
“When you’re on Qantas, you’re not waiting to get to Australia, you’re already there.”
Hemsworth delivered the voiceover for the campaign, while Luhrmann and his wife acted as creative consultants and ambassadors on the campaign.
“As an Australian, I’ve spent a lot of time travelling on long-haul flights. I find such comfort stepping on a Qantas plane because it immediately feels like coming home,” Hemsworth said.
Australian director Justin McMillan led the campaign, featuring a soundtrack by the duo Angus and Julia Stone.
“We want our customers to feel like they’ve started their holiday in Australia from the moment they step on-board a Qantas aircraft,” Qantas chief marketing officer Petra Perry said.
“When we approached the Aussie creative community, from Baz Luhrmann, Catherine Martin, Jess Hart, Charlee Fraser, Pia and Kane Muehlenbeck, Will Gluck and Justin McMillan, they all climbed aboard.
“It’s easier than ever for US travellers to take a break in Australia, with the majority of our services connecting the two countries in a single hop.”
Creative agency CONVICTS developed the concept and creative direction for the campaign in collaboration with Qantas.
The airline this year celebrates 70 years of flying to North America.
The star studded campaign comes as the national carrier left a sour taste in Australian travellers with massive union strikes affecting thousands as they prepare to fly to Melbourne for the big AFL grand final on Saturday.
Qantas union workers walked off the job at Melbourne Airport on Thursday, the first step in a larger nationwide strike against the airline giant.
Further action is expected on Friday as fans of the Brisbane Lions and Sydney Swans head to Melbourne for Saturday’s big clash.
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Originally published as Qantas launches new campaign with Aussie stars Chris Hemsworth and Baz Luhrmann
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