Published on : 28 November 20174 min reading time
Award Winning Brand
Qantas is Australia’s leading brand. The kangaroo symbol represents a proud history focused on reliability, safety, engineering excellence and customer service. In January 2000 Qantas was named as the Australian company with the best corporate image by the National Business Bulletin for the 11th consecutive year.
A New First Class
In March 1998, Qantas unveiled its new First Class cuisine and dedicated cabin service. Qantas has specially selected and trained 350 First Class flight attendants from the airline’s existing longhaul ranks on merit for their commitment and ability to deliver individualised service.
Qantas began a $250 million plus program of reinvestment in its inflight product and service in early 1998. The first of its reconfigured Boeing 747-400 aircraft – Wunala Dreaming – was rolled out in June 1998. International aircraft have been fitted with luxurious full-recline sleeper seats in First Class, electronically operated Dreamtime seats with five-way touch pad controls in Business Class, and new technology Economy Class seats. Interior décor and galleys (kitchens) were also refurbished.
Spirit Of Australia
Qantas launched a new television advertising campaign in September 1998 using some of the world’s most spectacular landmarks as the backdrop and featuring more than 200 members of the Australian Girls Choir and the National Boys Choir. The commercials featuring the children, aged from eight to 15 years, singing the airline’s signature song, I Still Call Australia Home, were filmed in landmark locations in Venice, Thailand, the Argentine, the United States of America, China and Australia. Locations included The Great Wall of China; the Brooklyn Bridge in New York; the Villa Pisani Maze in Venice; and the Glacier Morena El Calafate in The Argentine. A convoy of helicopters transported the choirs into the Northern Territory’s King Canyon to film the final scenes of the commercial. This followed the 1997 Qantas domestic image advertising campaign featuring 40 of Australia’s highest profile sporting achievers, which built on the airline’s long association with Australian sport. Qantas supports more than 240 individual sporting organisations throughout Australia.
In 1994, Qantas unveiled a Boeing 747-400 painted in an Aboriginal design depicting the story of journeys by spirit ancestors, in the form of kangaroos, across the Australian landscape. The aircraft, Wunala Dreaming, gained worldwide attention on the inaugural Qantas flights to Osaka, Japan, in September 1994, Beijing, China, in March 1995, and Buenos Aires, capital of The Argentine, in November 1998. Wunala Dreaming operates scheduled services around the Qantas international network. It was joined on the airline’s 75th anniversary in November 1995 by Nalanji Dreaming, a 747-300 painted in an Aboriginal rainforest theme. In January 2000, Qantas unveiled its latest flying artwork – a Boeing 747-400 in the colours of the 2000 Qantas Australian Grand Prix, featuring a 22 metre long, 5.6 metre high generic image of a Formula One racing car with the vibrant Grand Prix racing flags in a diamond pattern.
The Qantas Relationship Marketing division runs the Qantas loyalty programs. These include the Qantas Frequent Flyer Program, the Qantas Club Program, and partnerships with third parties (including hotels, credit cards and hire cars) in the Qantas Frequent Flyer program. A Frequent Flyer and Qantas Club Service Centre, based in Melbourne, carries prime responsibility for the administration of the loyalty programs. The Relationship Marketing team maintains contact with loyalty program members through the Frequent Flyer newsletter, The Qantas Club magazine, and the Frequent Flyer Internet site located on the Qantas home page at http://www.qantas.com.au. Through the web site, members can have exclusive access to their membership details, directly book Frequent Flyer redemption flights, and obtain information about Qantas offers.
Qantas Holidays is the largest travel wholesaler in Australia, with some 26 years’ experience. Qantas Holidays offers an extensive range of products covering the Qantas network, as well as operating a Barrier Reef cruise ship, the Reef Endeavour, in partnership with Captain Cook Cruises. Qantas Holidays was named 1999 Wholesaler of the Year in the National Travel Industry Awards for the third consecutive year. Quality service to consumers and travel agents from its worldwide reservations and sales network is backed up by state-of-the-art product database and computer systems, as well as through subsidiary and associated organisations in key markets and destinations throughout the world.
Qantas maintains sales forces in Australia and around the world, focusing on retail sales through agency distribution channels, telephone sales centres, groups and conventions travel and the corporate account market. As well as having a network of wholly-owned Qantas Travel centres in Australia, Qantas has a strong relationship with a number of other retail travel agency chains including American Express, Community Travel, Flight Centre, Harvey World Travel, Jetset, National World Travel, STA Travel and UTAG.