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New QF Brand Image - What Do You Think?  
User currently offlineOzGlobal From France, joined Nov 2004, 2732 posts, RR: 4
Posted (2 years 5 months 21 hours ago) and read 17208 times:

They are trying to tap some Australian national identity and patriotism to stem the flow of Australians who have fled to ME and Asian carriers, I suppose. Not too bad, but the main reason I stay with them is status and their F product on A380 (when I can afford it). Thinking of switching one day to CX Maro Polo Club, but for now still with QF. This commercial is unlikely to pull any heartstrings like the "I still call Australia home" campaign once did.

http://www.youtube.com/watch?v=qQWynxRlFw0&feature=g-u-u

[Edited 2012-07-22 14:35:28]


When all's said and done, there'll be more said than done.
43 replies: All unread, showing first 25:
 
User currently offlinePs76 From , joined Dec 1969, posts, RR:
Reply 1, posted (2 years 5 months 21 hours ago) and read 17145 times:

Hi!

Though it may appeal to Australians I personally didn't really feel what they were saying. I would rather have had them show some planes and Australia's scenery or maybe some poor kid in a dusty outback town saying he wanted to be a pilot when he grew up and then showing him flying for Qantas or something in the next shot when he's all grown up.

Or maybe they could do somthing groundbreaking and be the first airline to feature flightsim as well as real flying in an airline ad. They have great scenery in FsX with Orbx products! A shot of a real pilot pulling into the airport with a Qantas tail behind the fence and a hot girlfriend and a cool car followed by an adult sitting in his basement with his Mom playing flightsim with the Qantas plane.

Many thanks.

Pierre

[Edited 2012-07-22 14:21:01]

User currently offlineaerohottie From Australia, joined Mar 2004, 802 posts, RR: 3
Reply 2, posted (2 years 5 months 17 hours ago) and read 16530 times:

Another Olivia Wurth fail... not surprised


What?
User currently offlineqf002 From Australia, joined Jul 2011, 3020 posts, RR: 2
Reply 3, posted (2 years 5 months 15 hours ago) and read 16274 times:

I don't like it, but I'm open to seeing where they take it...

IMO QF needs to stop trying to take the emotional route (the emotional connection is already there, and is strong), and needs to start talking about their product and how they are improving the airline.


User currently offlineJQflightie From Australia, joined Mar 2009, 1010 posts, RR: 1
Reply 4, posted (2 years 5 months 13 hours ago) and read 16010 times:

Can i say, as an employee, i think the new ad is going in the right direction!

Quoting Ps76 (Reply 1):
Though it may appeal to Australians I personally didn't really feel what they were saying. I would rather have had them show some planes and Australia's scenery or maybe some poor kid in a dusty outback town saying he wanted to be a pilot when he grew up and then showing him flying for Qantas or something in the next shot when he's all grown up.

Have a think about it, it show images of people from all different backgrounds from all over australia, Young and Old, City and Country. 'We fly people, not planes' its pretty clear.

QF copped flack over the last ads with the 'gladiator' theme music, people didnt like it, but it showed the product. It worked.

'I still call australia home' although iconic, and very Qantas, but it is old Qantas, this is a fresh idea and needs to be done, because when you think about it, the travelling public, the younger generation, lets say under 25, wont really relate to 'i still call australia home' as they would have been quiet young when that was released. But the all know who Daniel Johns is and Silverchair  



Next Trip: PER-DPS-KUL-BKK-HKT-CNX-BKK-SIN-PER
User currently offlineallrite From Australia, joined Aug 2007, 2237 posts, RR: 5
Reply 5, posted (2 years 5 months 13 hours ago) and read 15981 times:

As I said in another thread, I quite expect the surfer girl at the end to turn to face the camera and say "Where the bloody hell are ya?". I think a lot more could have been done with the ad. This feels like damage control advertising, not inspiration.


Applying insanity to normality
User currently offlinemariner From New Zealand, joined Nov 2001, 25692 posts, RR: 85
Reply 6, posted (2 years 5 months 13 hours ago) and read 15951 times:
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Quoting allrite (Reply 5):
I quite expect the surfer girl at the end to turn to face the camera and say "Where the bloody hell are ya?".

I didn't get that feeling at all. I think it's a pretty good ad.

mariner



aeternum nauta
User currently onlinesccutler From United States of America, joined Jan 2000, 5615 posts, RR: 28
Reply 7, posted (2 years 5 months 13 hours ago) and read 15919 times:

Good ad, good imagery.

But I could not help but feel a little misty echo of, "Am I with Ansett? Absolutely!"



...three miles from BRONS, clear for the ILS one five approach...
User currently offlineEK413 From Australia, joined Nov 2003, 5011 posts, RR: 4
Reply 8, posted (2 years 5 months 12 hours ago) and read 15851 times:

"I still call Australia home" will be missed with the B744 @ the end...

It's going to take a while for this new campaign to grow on me... I'll give QF some slack at least they are trying!

EK413



Good evening, ladies and gentlemen. We are tonight’s entertainment!
User currently offlinecmf From , joined Dec 1969, posts, RR:
Reply 9, posted (2 years 5 months 12 hours ago) and read 15832 times:

Quoting OzGlobal (Thread starter):
Thinking of switching one day to CX Maro Polo Club

Often you can maintain status when changing FF program by showing your records of last years flights and status in the current FF program.


User currently offlineghifty From United States of America, joined Jul 2010, 891 posts, RR: 0
Reply 10, posted (2 years 5 months 12 hours ago) and read 15822 times:

I like the "the reason we fly is you" campaign, and it was a pretty good (if not boring) ad. I feel like the differences between all the people/cultures/societies within Australia should be more clear. The score about 1/3 in the ad was a little strange..

Are they going to do a mosaic livery a la KLM?



Fly Delta Jets
User currently offlineqf340500 From Singapore, joined Oct 2011, 160 posts, RR: 0
Reply 11, posted (2 years 5 months 12 hours ago) and read 15781 times:

i like it, and i think also like qf002 says, the emotional connection seems to be there. Now they need people to get excited about FLYING with them, and NOT with EK, SQ, etc

User currently offlineallrite From Australia, joined Aug 2007, 2237 posts, RR: 5
Reply 12, posted (2 years 5 months 12 hours ago) and read 15748 times:

Quoting ghifty (Reply 10):
The score about 1/3 in the ad was a little strange..

My first impression, and that of my wife, was that we didn't like that bit of the score. But now I think about it, the discontinuity jars and makes you pay attention. So it could be a clever advertising strategy.



Applying insanity to normality
User currently offlineAlitaliaDC10 From Australia, joined Dec 2008, 240 posts, RR: 1
Reply 13, posted (2 years 5 months 12 hours ago) and read 15734 times:

Here is a nice article that sums it up nicely...it's a total disgrace that QF put out such rubbish...

http://www.airlinehubbuzz.com/the-new-qantas-ads-missed-opportunity/



Orbis non sufficit
User currently offlinemariner From New Zealand, joined Nov 2001, 25692 posts, RR: 85
Reply 14, posted (2 years 5 months 12 hours ago) and read 15692 times:
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Quoting AlitaliaDC10 (Reply 13):
.it's a total disgrace that QF put out such rubbish...

I don't think it "rubbish" in any way - but I do think it is meant for real people and not airline folk.

mariner

[Edited 2012-07-22 23:34:51]


aeternum nauta
User currently offlineTheCommodore From Australia, joined Dec 2007, 3014 posts, RR: 8
Reply 15, posted (2 years 5 months 10 hours ago) and read 15459 times:

Quoting aerohottie (Reply 2):
Another Olivia Wurth fail... not surprised

Its not her fault, she's just the messenger, albeit a terrible one.

Quoting qf340500 (Reply 11):
Now they need people to get excited about FLYING with them, and NOT with EK, SQ, etc

That's going to involve pulling a large rabbit out of a hat, before that happens I'm afraid.

Don't like it, so I don't think much of it at all.

IMHO, Qantas has lost its way in the past several years.



Flown 905,468 kms or 2.356 times to the moon, 1296 hrs, Longest flight 10,524 kms
User currently offlineDeltaB717 From Australia, joined Jun 2012, 582 posts, RR: 1
Reply 16, posted (2 years 5 months 10 hours ago) and read 15387 times:
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Can I just say the surfer girl is a nice touch    Meanwhile, ummm...

Quoting JQflightie (Reply 4):
'I still call australia home' although iconic, and very Qantas, but it is old Qantas, this is a fresh idea and needs to be done, because when you think about it, the travelling public, the younger generation, lets say under 25, wont really relate to 'i still call australia home' as they would have been quiet young when that was released.

While I see your point I don't entirely agree... a few years ago 'I Still Call Australia Home' was redone and used again, and as far as I know quite successfully. I don't see why that couldn't have been done again. Well, except that the Qantas Group is becoming less and less about Australia. Which I suppose makes this new attempt a little irrelevant to Australians as well... just saying!


User currently offlineThai744 From Australia, joined Jun 2004, 303 posts, RR: 0
Reply 17, posted (2 years 5 months 9 hours ago) and read 15188 times:
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It's all very well TALKING about it... but when are QF going to actually DO IT and have a nice modern and state-of-the-art fleet ACROSS THE BOARD and a consistent service level to go with it?

User currently offlineEK413 From Australia, joined Nov 2003, 5011 posts, RR: 4
Reply 18, posted (2 years 5 months 8 hours ago) and read 15075 times:

Quoting Thai744 (Reply 17):
when are QF going to actually DO IT and have a nice modern and state-of-the-art fleet ACROSS THE BOARD

Hmmm...

Brand NEW A380s, B737s, B787s, Refurbished B744s, Refurbished B763s, Retirement of the B734s...

I love A.Net CEO's....

EK413



Good evening, ladies and gentlemen. We are tonight’s entertainment!
User currently offlineVH-BZF From Australia, joined Oct 1999, 841 posts, RR: 0
Reply 19, posted (2 years 5 months 8 hours ago) and read 14996 times:

It has taken a while to grow on me, admittedly it's very different to anything QF have done previously. I think QF are having to take a fresh approach to their advertising and it's all part of their transformation project. QF have decided to put an advert together that doesn't focus on their people or planes, rather, the reason they fly! I understand that their manager of PR/marketing has said they still own the right to ISCAH and that they have parked it for a while, but they still recognise that it's a powerful marketing tool. I can live with that!

BZF



Ansett Australia - (was) One of the worlds great airlines!
User currently offlineozglobal From France, joined Nov 2004, 2732 posts, RR: 4
Reply 20, posted (2 years 5 months 7 hours ago) and read 14545 times:

Quoting VH-BZF (Reply 19):
It has taken a while to grow on me, admittedly it's very different to anything QF have done previously. I think QF are having to take a fresh approach to their advertising and it's all part of their transformation project. QF have decided to put an advert together that doesn't focus on their people or planes, rather, the reason they fly! I understand that their manager of PR/marketing has said they still own the right to ISCAH and that they have parked it for a while, but they still recognise that it's a powerful marketing tool. I can live with that!

My main problem is that the campaign appeals to national and cultural 'loyalty'; a sort of 'family' bond. The issue with that is that most Australian's are totally mercinary when they by a long haul plane ticket and go only for price first, then level of service. QF are losing to ME and Asian carriers on these points and nothing in this campaign addresses the customer perception of poor value for money. Therefore, how will this image help claw back any market share long since lost to SQ, EK, EY, TG, CX, etc, etc.?



When all's said and done, there'll be more said than done.
User currently offlinemariner From New Zealand, joined Nov 2001, 25692 posts, RR: 85
Reply 21, posted (2 years 5 months 6 hours ago) and read 14016 times:
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Quoting ozglobal (Reply 20):
QF are losing to ME and Asian carriers on these points and nothing in this campaign addresses the customer perception of poor value for money.

I'm Australian, I don't have that perception of Qantas - I think it is good value for money, and I don't fly Emirates (which i sometimes do) just because of the price.

I don't think this ad is attempting to address the issues you raise. I think the intention is to make people feel "warm and fuzzy" about Qantas again. Then they can address the other issues that you raise.

This is only a chapter - it isn't the whole book.

mariner



aeternum nauta
User currently offlineJQflightie From Australia, joined Mar 2009, 1010 posts, RR: 1
Reply 22, posted (2 years 5 months 4 hours ago) and read 11740 times:

Quoting DeltaB717 (Reply 16):
While I see your point I don't entirely agree... a few years ago 'I Still Call Australia Home' was redone and used again, and as far as I know quite successfully. I don't see why that couldn't have been done again. Well, except that the Qantas Group is becoming less and less about Australia. Which I suppose makes this new attempt a little irrelevant to Australians as well... just saying!

Define an Australian.... Ofcourse its becoming less about Australia, QF has to think globally and be attractive to everyone, not just Australians.



Next Trip: PER-DPS-KUL-BKK-HKT-CNX-BKK-SIN-PER
User currently onlineinfinit From Singapore, joined Jul 2008, 614 posts, RR: 2
Reply 23, posted (2 years 5 months 4 hours ago) and read 11497 times:

It's a nice ad, a little like the old SQ ads where they don't show any hint of a plane. Its all about the imagery and emotions.

But... this doesn't change the fact that that QF is not going to do well until it finally gets a hub somewhere up North. Australia is just too far South to be commercially viable. Or they go the other way and focus on domestic and regional routes in the Southwest Pacific, and a few key international routes. Bigger isn't necessarily better


User currently onlineTbone354 From United States of America, joined Sep 2010, 76 posts, RR: 0
Reply 24, posted (2 years 4 months 4 weeks 1 day 23 hours ago) and read 8352 times:
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At the risk of being accused as a sexist pig, I liked the first few seconds. Did not understand the rest of it until the last few seconds with the Qantas kangaroo logo. Then I said to myself, (self...Ah-Ha!) I get it. But then again, I need a checklist to boil water.

25 HNL-Jack : I don't think this is that much of a disconnect with the "Australia Home" campaign. Appears they are trying to personalize that message by saying the
26 DeltaB717 : When were the B767s refurbished!?!? And as for the retirement of the B734, well I won't hold my breath waiting for that to be finished. That's a real
27 mariner : Go where the money is? The earlier history of Qantas was as Australia's international airline. For decades, it was not allowed to fly domestically. m
28 baexecutive : Its a very 'airliney' commercial, I like it, it's emotive and patriotic which is fantastic but I think it needs a twist. I like allrites post (reply5)
29 Post contains links TheCommodore : What exactly do you mean "earlier history" and for decades was not allowed to fly "domestically" This is my understanding of Qantas timeline into his
30 mariner : During the Two Airline policy, TAA and Ansett flew domestically, Qantas flew international. mariner
31 Thai744 : Hmmm... not sure what dictionary you're using, but just "bunging in a few new seats" into their 767's makes them refurbished, does it? Retirement of
32 qf002 : It was a disappointing 'refurbishment', sure, but new seats, carpets and LCD screens is decent, given that the planes will be leaving the fleet very
33 EK413 : Someone's been hiding under a rock and it certainly not me! B734s are being phased out as we speak... B787 deliveries delayed and may I ask who's to
34 qf002 : I didn't want to say anything without checking, but three have left the fleet this year, another two late last year. Seems to me that their retiremen
35 DeltaB717 : I'd hardly call recovering the seats and recarpeting the floor a refurbishment... the wifi gadgets maybe but that could be seen as smoke and mirrors
36 EK413 : Not sure if you've heard but the B767 will be refurbished & I'm not just talking about re trimmed seats & carpet fittings... EK413
37 DeltaB717 : No I haven't heard... perhaps you could elaborate? Are they planning to strip the whole thing out and replace it with the 777-style bins etc and new
38 Post contains links turk223 : What do I think? I think Qantas had better check trademark issues; when I worked with BWIA that was our slogan... BWIA's slogan BWIA commercial I gues
39 AnsettB727 : My understanding of this campaign is that it's not for international consumption - it's to encourage more domestic flying with QF in the face of the
40 TN486 : When I saw the "behind the scenes clip" ( the musical score one) my intital feeling was - What the S@@#$% is this. Now that i have seen it in total I
41 Post contains images Kent350787 : I'm thinking that, although the camera pans past my office window, I'm glad you can't see in as you'd possibly see me on a.net
42 Post contains links and images vhqpa : Just started to notice print advertisement appearing. Here's one I spotted tonight at my local shopping centre. You're the reason we fly by vhqpa99, o
43 Post contains links RyanairGuru : Firstly, I'll give my opinion - I really like the commercial. It's heart warming and makes me feel that Qantas is part of "us", but it isn't so in you
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