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QF - New Brand Advertising Campaign  
User currently offlineQF175 From Portugal, joined Mar 2007, 682 posts, RR: 2
Posted (6 years 4 months 5 days 6 hours ago) and read 5042 times:

http://www.qantas.com.au/info/about/...mpany/international-brand-campaign

Quote:
On 28 April 2008, we launched a new brand advertising campaign highlighting Qantas as the world's most experienced airline.

Qantas has been flying continuously for longer than any other airline in the world - for over 87 years. We were the first airline to introduce business class in 1979, our operational standards are world leading, and we remain the true pioneer of long haul air travel.

The first phase of this new campaign will run from April to August 2008 in North America, the United Kingdom and in Asia.

The campaign features some of our First Lounge staff and Cabin Crew, and is set to a new soundtrack of the Australian classic 'Land Down Under'.

The campaign will be viewed worldwide online, as well as being seen overseas on television, outdoor billboards, and in newspapers and magazines.

View the campaign at qantas.com/experience

View the new Qantas TV commercial*

The World's Most Experienced Airline

Shame they have to use fake images of aircraft  Sad could have just lined VH-OEB and VH-OGD up.

Catchy tune and it's great to finally see a greater focus on Qantas' staff and product.

Cheers

54 replies: All unread, showing first 25:
 
User currently offlineRJ777 From United States of America, joined Dec 2000, 1811 posts, RR: 2
Reply 1, posted (6 years 4 months 5 days 4 hours ago) and read 4943 times:

I can't hear the music. Where is it?

User currently offlineFlyboysp From Australia, joined Apr 2007, 739 posts, RR: 0
Reply 2, posted (6 years 4 months 5 days 4 hours ago) and read 4888 times:



Quoting RJ777 (Reply 1):
I can't hear the music. Where is it?

It should play when you use this link.
http://www.qantas.com.au/infodetail/about/company/tvcs/experience.mpg



#proudtobeabulldog
User currently offlineSmi0006 From Australia, joined Jan 2008, 1531 posts, RR: 0
Reply 3, posted (6 years 4 months 5 days 3 hours ago) and read 4805 times:

IMO bit under whelming and lacking focus, with to much attention paid to the first lounge, a facility that most people in the general public wont even know what it is. Disapointing stuff but they tried hard!

User currently offlineLufthansa From Christmas Island, joined May 1999, 3213 posts, RR: 10
Reply 4, posted (6 years 4 months 5 days 1 hour ago) and read 4698 times:

lol, Still maybe they saw the two recent trip reports showing UAL's loverly first class service and decided to
go in for the kill...

Qantas premium products have always been quite good...usually not the very best in the industry but they usually hold
their own. I think smi0006 has a good point though...most people won't know what they're looking at...they'll think its a hotel or something.


User currently offlineHKGKaiTak From Australia, joined Jun 2005, 1050 posts, RR: 0
Reply 5, posted (6 years 4 months 5 days 1 hour ago) and read 4695 times:

What a yawn ... surely they can do better than that!


4 Engines 4 LongHaul
User currently offlineIronDuke08 From United States of America, joined Feb 2008, 117 posts, RR: 0
Reply 6, posted (6 years 4 months 5 days 1 hour ago) and read 4670 times:

Sorry, I just have to say this, Pan American World Airways will always be "the world's most experienced airline."

Anyone else, even Qantas (one of my favo[u]rite airlines) needs to understand that they are hijacking one of the greatest advertising slogans in history.

Long live the S-42, M-130, and B-314!

"Someday a Clipper flight will be as the most romantic voyage in history." -Clare Boothe Luce, 1941


User currently offlineSmi0006 From Australia, joined Jan 2008, 1531 posts, RR: 0
Reply 7, posted (6 years 4 months 4 days 23 hours ago) and read 4556 times:

Just watched the add over again, God I hate those non-stick rubber trays they use in Business, and to show them on the add!! I know that QF are getting new amenity kits as people complained about them (good on them I say for listening for once too!) but please please cover the trays with something!!! Like they used to with a tray cloth, or like NZ does with a mat, but no more cheap rubber, not to mention as soo as it get even damp the non-stick factor is gone!

Rant over!


User currently offlineUnited1 From United States of America, joined Oct 2003, 5937 posts, RR: 9
Reply 8, posted (6 years 4 months 4 days 23 hours ago) and read 4503 times:

The ads OK, but I can't belive that they are using PAs old tag line, its a bit wierd to see it atached to QF at this point.


Semper Fi - PowerPoint makes us stupid.
User currently offlineZkpilot From New Zealand, joined Mar 2006, 4823 posts, RR: 9
Reply 9, posted (6 years 4 months 4 days 23 hours ago) and read 4489 times:



Quoting IronDuke08 (Reply 6):
Sorry, I just have to say this, Pan American World Airways will always be "the world's most experienced airline."

Except that Pan Am doesn't exist as it once did for a very long time now. Also QF was around long before Pan Am. But yes Pan Am was also an aviation pioneer and to this day is still considered to be one of the worlds greatest ever airlines..it certainly had a dominance which no other airline has matched to this day with its huge network.



56 types. 38 countries. 24 airlines.
User currently offlineTayser From Australia, joined Mar 2008, 1130 posts, RR: 0
Reply 10, posted (6 years 4 months 4 days 22 hours ago) and read 4466 times:

It's a Qantas ad - and it's not jingoistic (shock horror), gets a tick a tick of approval from me!

User currently offlineIronDuke08 From United States of America, joined Feb 2008, 117 posts, RR: 0
Reply 11, posted (6 years 4 months 4 days 14 hours ago) and read 4149 times:



Quoting Zkpilot (Reply 9):
Also QF was around long before Pan Am.

If you go by the date when Juan Trippe actually started his first airline, it's 1920 for QF vs. 1923 for Long Island Airways, although that operation folded in 1925. To be accurate, Trippe bought the Pan American name from an amateur operation that he crushed in 1927. (Pan American had won the US Airmail contract so Trippe went down to Havana, met with the president and negotiated exclusive landing rights in Cuba. Pan Am couldn't legally operate the route and Trippe bought them cheap.)

Quoting Zkpilot (Reply 9):
But yes Pan Am was also an aviation pioneer and to this day is still considered to be one of the worlds greatest ever airlines.

The most amazing thing is how quickly Pan Am grew (both in revenue and scale) and how that growth was almost completely driven by Trippe, who was born in 1899.

Seven year old QF was flying single engine open cockpit Avro biplanes while Pan Am was flying Fokker F-VIIa/3m tri-motor monoplanes over open ocean from Florida to Havana. Even more amazing is the fact that by 1931 Pan Am was generating a profit and carried 45,000 passengers that year in addition to its airmail and cargo operations.

By the end of 1935, when Trippe was all of 36 years old, he ran an airline that had single-handedly:

1) commissioned the most advanced civil transports in the world (Martin M-130 and Sikorsky S-42)
2) developed the first effective long range radio direction finder
3) established the idea of flight operations governed by checklists and procedures
4) opened and regularly operated the longest and most demanding air route in the world; SF-Honolulu-Midway-Wake-Guam-Manila, 8,000mi

I hope you don't think I'm being argumentative, I'm really interested in Juan Trippe and Pan Am and wanted to share.

 Smile


User currently offlineClassicLover From Ireland, joined Mar 2004, 4635 posts, RR: 23
Reply 12, posted (6 years 4 months 4 days 14 hours ago) and read 4145 times:



Quoting IronDuke08 (Reply 6):
Sorry, I just have to say this, Pan American World Airways will always be "the world's most experienced airline."

Shame Uncle Sam didn't bail them out in 1991.

That said, I did think it was a bit cheeky for Qantas to steal their old advertising slogan. That said, the 25-30 year old ad execs probably don't realise they did that...

Quoting Smi0006 (Reply 7):
God I hate those non-stick rubber trays they use in Business, and to show them on the add!!

Yeah, they're a bit shit. Very non-stick, but ugly!

Quoting HKGKaiTak (Reply 5):
What a yawn ... surely they can do better than that!

Better than the stupid kids choir - we had them rammed down our throats for enough years! About time they actually focus on the airline and the staff and service as opposed to the propoganda about how good Australia is!



I do quite enjoy a spot of flying - more so when it's not in Economy!
User currently offlineIronDuke08 From United States of America, joined Feb 2008, 117 posts, RR: 0
Reply 13, posted (6 years 4 months 4 days 14 hours ago) and read 4122 times:



Quoting ClassicLover (Reply 12):
Shame Uncle Sam didn't bail them out in 1991.

Pan Am got royally screwed going back as early as 1946 when TWA broke their monopoly of international routes. People don't think about the fact that PAA was shut out from domestic operations entirely by the government while their competitors were able to feed their international traffic with domestic routes. Hell, they needed the 747SP simply because they couldn't feed traffic from NYC to the west coast for flights to Asia.


User currently offlineDCA2011 From United States of America, joined Feb 2008, 21 posts, RR: 0
Reply 14, posted (6 years 4 months 4 days 9 hours ago) and read 3979 times:

Did anyone else catch that the song was a classical-esqe version of the Men at Work song "Land Down Under"? Awesome song, and a great choice.


Where are we going, and why are we in this handbasket?
User currently offlineSydscott From Australia, joined Oct 2003, 3018 posts, RR: 20
Reply 15, posted (6 years 4 months 4 days 9 hours ago) and read 3927 times:



Quoting ClassicLover (Reply 12):
Better than the stupid kids choir - we had them rammed down our throats for enough years! About time they actually focus on the airline and the staff and service as opposed to the propoganda about how good Australia is!

I always liked the kids choir!!!

Far better them than showing the token smiling Stewardess who used to be more difficult to find on a QF flight than your bag the day after T5 opened!


User currently offlineAirnewzealand From New Zealand, joined Oct 2000, 2542 posts, RR: 6
Reply 16, posted (6 years 4 months 4 days 5 hours ago) and read 3810 times:



Quoting Sydscott (Reply 15):
Far better them than showing the token smiling Stewardess who used to be more difficult to find on a QF flight than your bag the day after T5 opened!

Emphasis on used to...Its good to finally see QF showing its best talent...its crews!!!


User currently offlineFlyboyOz From Australia, joined Nov 2000, 1985 posts, RR: 25
Reply 17, posted (6 years 4 months 4 days 5 hours ago) and read 3786 times:

Yawn! It isn't an attractive ad. Need some interesting stuff and products that attract audience.


The Spirit of AustraliAN - Longreach
User currently offlineJbernie From Australia, joined Jan 2007, 880 posts, RR: 0
Reply 18, posted (6 years 4 months 4 days 4 hours ago) and read 3744 times:



Quoting Smi0006 (Reply 3):
IMO bit under whelming and lacking focus, with to much attention paid to the first lounge, a facility that most people in the general public wont even know what it is. Disapointing stuff but they tried hard!

Interesting opinion given i just saw an add during the Lakers vs Nuggets play off game for AA's international business class seat.... guess more people will use that than QF first... but same principle.


User currently offlineClipperhawaii From United States of America, joined Dec 1999, 2033 posts, RR: 11
Reply 19, posted (6 years 4 months 4 days 3 hours ago) and read 3716 times:

What makes Qantas the "Worlds most experienced airline", longevity? Pan American World Airways accomplished more in 64 years than Qantas could ever do in a hundred. Sorry but that is the simple truth. So, if you speak about experience and all the true trailblazing Pan Am did you would think twice about our Australian friends and Qantas claiming "experience".

Pan Am
First on the Pacific
First to Europe
First to Latin America
First around the World

You Can't Beat The Experience...Pan Am.



"You Can't Beat The Experience"
User currently offlineCupraIbiza From Australia, joined Feb 2007, 836 posts, RR: 6
Reply 20, posted (6 years 4 months 4 days 3 hours ago) and read 3691 times:



Quoting Clipperhawaii (Reply 19):
What makes Qantas the "Worlds most experienced airline", longevity? Pan American World Airways accomplished more in 64 years than Qantas could ever do in a hundred

You have got to be kidding me. That was the past. This is an advertising campaign for today. I dont think the ad says that Qantas are "the most experienced airline in the history aviation"



Everyday is a gift…… but why does it have to be a pair of socks?
User currently offlineQANTAS077 From Australia, joined Jan 2004, 5855 posts, RR: 40
Reply 21, posted (6 years 4 months 4 days 3 hours ago) and read 3680 times:



Quoting CupraIbiza (Reply 20):
This is an advertising campaign for today. I dont think the ad says that Qantas are "the most experienced airline in the history aviation"

I don't know what the ad is getting at...to me its a pile of shit and a waste of money!



a true friend is someone who sees the pain in your eyes, while everyone else believes the smile on your face.
User currently offlineClipperhawaii From United States of America, joined Dec 1999, 2033 posts, RR: 11
Reply 22, posted (6 years 4 months 4 days 3 hours ago) and read 3671 times:

I am not kidding anyone. What has Qantas done? Except be around for x number of years and provide reliable service. Sorry, but that does not mean experience in my book. When you speak of experience you must look to the past and the present to determine definitive experience. It is rather bold for Qantas to say the "world's most experienced".

[Edited 2008-04-28 21:21:49]


"You Can't Beat The Experience"
User currently offlineSydscott From Australia, joined Oct 2003, 3018 posts, RR: 20
Reply 23, posted (6 years 4 months 2 days 8 hours ago) and read 3453 times:



Quoting Clipperhawaii (Reply 22):
What has Qantas done? Except be around for x number of years and provide reliable service.

I think you are comparing Apples and Oranges here. Qantas has contributed an immense amount to the opening up of the most sparsely populated continent on earth. From the establishment of the Royal Flying Doctor Service in 1928, to war time flying in support of allied forces in WW2, to the opening up of New Guinea to air travel, flying round the world routes through the Southern Cross Route, the Kangaroo Route, the Fiesta Route and others the Qantas brand is an airline survivor. Qantas was also the airline that invented Business Class and still today has some of the longest regular ar routes in the world. So in its own way it has been a pioneer

So when you talk of experience you talk of an airline that is a survivor, that has contributed an immense amount to aviation, that is a well known brand, that has an excellent safety and maintenance record, AND one that has a plan for the future. Pan Am had all of this except it is now a relic of the past long since gone remembered only by those of us in forums such as this when remembering more prosperous and traditional travel times.

So when you talk of the most experienced airline in the world in terms of regularly flying passengers, in terms of contributing to the opening up of its home country, in terms of pioneering new routes at the dawn of aviation and the jet age, in terms of transforming itself into a modern and successful airline, Qantas is definitely one of the few airlines that has a claim to the word "experienced." QF is also the second oldest in the world after KLM so technically there is only 1 other airline in the world that can claim to be more "experienced" in flying people around the place and they too have a rich heritage of contributing to world aviation.

So I'd say you are being rather unfair in dismissing what QF has contributed to aviation out of hand by comparing them to an airline that was an acknowledged pioneer in the airline world, but one which also had very little domestic presence within the US so was forced to look outside for growth AND has been dead for approaching 20 years.


User currently offlineViscount724 From Switzerland, joined Oct 2006, 25170 posts, RR: 22
Reply 24, posted (6 years 4 months 2 days 7 hours ago) and read 3400 times:



Quoting IronDuke08 (Reply 6):
Sorry, I just have to say this, Pan American World Airways will always be "the world's most experienced airline."

Anyone else, even Qantas (one of my favo[u]rite airlines) needs to understand that they are hijacking one of the greatest advertising slogans in history.

Fully agree. I couldn't believe it when I saw the new QF slogan. However I doubt any of the advertising wizards involved in the new campgain were even aware of it's use by Pan Am. I can think of few other advertising slogans more closely associated with an airline than "World's Most Experienced Airline" as used by PA. The closest counterpart would probably be United's "Fly the Friendly Skies" (when they were friendly!)

Quoting IronDuke08 (Reply 13):
Pan Am was shut out from domestic operations entirely by the government

Not quite. Hawaii, Alaska and Puerto Rico were exceptions.


25 CupraIbiza : You have got to be kidding me. What did you want the QF ad to say. "The Worlds Most Experienced Airline... since PanAm who no longer exists"
26 United1 : No however alot of people, myself included, will always link PA and "The Worlds Most Experienced Airline" together, it would be akin to WN claiming t
27 CupraIbiza : maybe on this site... not in the wider community... you know - the people the ad was aimed at.
28 United1 : You would be surprised on how well the "wider community" remembers tag lines.
29 Sydscott : Apart from us, how many people in the wider community actually remember who Pan Am was?
30 United1 : Probably quite a few, remember PA was an American symbol for decades not only here in the states but around the world. It's a little weird (and a bit
31 Smi0006 : I think your right people will remember it as a former symbol not a current day one, to be honest if it wasn't for retro style movies with airlines i
32 CupraIbiza : I can only speak for the wider Australian community and without sounding too harsh; they dont know who Pan Am is
33 Zkpilot : So what you are saying is that QF has been around longer than Pan Am in its various guises, and has been around long before the actually Pan Am. Expe
34 Sydscott : But again, you speak to a Gen Y in the street and who can remember Pan Am? How many people in Asia, Australasia etc would remember where Pan Am used
35 United1 : Well as I said its a bit weird for any company to reuse a tag line...but whatever you would suppose they did some sort of market research. I guess I'
36 IronDuke08 : In fairness Trippe chose to grow outside of the Continental US because he recognized that he operate with little/no competition and receive larger ai
37 Zkpilot : I'm saying its USA centric because on one side of the Pacific is everything from Canada-USA-Mexico-Central America-Peru-Chile. The other side of cour
38 United1 : Then why didn't you just say that in the beginning instead of this... Whether you think its a US centric view it or not PA was the first airline to d
39 Zkpilot : Because it didn't seem to need explaining until you asked and it still seems to be a USA centric view which as I pointed out the world doesn't revolv
40 Post contains links Smi0006 : Your right, but the value of these thing is purely subjective, Qantas did many firsts aswell, and contributed amazing things for a private company du
41 HKGKaiTak : I think for QF, and for Australian tourism in general - there's widespread awareness of what Australia is and what QF does - really when you look at
42 Sydscott : I think everyone would agree on that! Bring back the Choir I say!!
43 ClassicLover : Never! All I'd change about the current ad would be the CG 747-400. It looks CG. They should have shot a real one.
44 Airnewzealand : The catch phrase in the USA will be.... "Qantas, Where the Experience is Everything" I like this slogan! For too long they have used slogans such as
45 Viscount724 : However they're not just using the new ads in Australia. I've seen the new QF TV ads about 10 times in the past 3 or 4 days on CNN International in E
46 HKGKaiTak : Yeah but they'll never trade away their perceived Australian-ness as long as the Flying Kangaroo still adorns the tail and Mascot is still their home
47 Post contains links OzGlobal : Uhmm, from where? QF are not claiming to be the most 'experience' American airline, but most the world's most. Do some homework on QF's 'firsts' too
48 ClipperHawaii : Errrrr no. Pan Am was THE first to fly across the Pacific and Pan Am was first around the world. Read that as world firsts. All airlines, American an
49 Tayser : Pan Am who? Oh that's right, an airline that -carked- it a long time ago. Moving right along...
50 Nzrich : Well they may not of been in the same league but to the NZ people they were of highest importance to link NZ to the world .. But to a small country t
51 Smi0006 : You missed my point then, about value of certain experience being objective, and I think you are confusing achievements with experience. PA may have
52 Nickofatlanta : I think that's a key point. From what I've read in the press, this ad was designed for the international market to raise brand awareness of QF and I
53 Ctbarnes : EEEEK! Juan Trippe must be turning over in his grave! It really is strange to see someone else adopt that slogan. Since Qantas has staked Pan Am's cla
54 Nzrich : Well AA will lose this one now to DL after the NW merger ..
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