Qantas employs tactical branding

Qantas is running a public agenda topical newspaper ad to build affinity with Queenslanders.

Qantas Commitment To QLDThe newspaper ad, which ran in the Queensland metropolitan market, is in response to Virgin Australia Holdings reported recent announcement to pull its 1200 staff out of its Brisbane headquarters.

Virgin’s decision is based on access to regional airports in Queensland, with speculation that the airline company will look at speeding up growth in other regions, rather than Brisbane.

To make a point of contrast, the advertisement from Qantas informs consumers of their ongoing commitment to the region as well as its investment in terms of jobs and airline infrastructure. The advertisement also makes references to the 92 year relationship the airline has with the state, rolling over the “91 changes” brand campaign that promotes their years of existence into the new year.

Check out our Creative Benchmarking research into the Travel category, which shows how consumers engage with and act on newspaper advertising.


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