True helps Qantas unite Kiwis and Aussies again

Australian airline Qantas says it’s all about connecting Kiwis and Aussies for the moments that matter.

Last year’s campaign featured a real-life love story between a Kiwi-Aussie couple who met overseas. It drove 115,000 Kiwis to fly Qantas – an increase of 8% on the previous year.

This year, once again partnering with creative agency True, Qantas has launched the second leg of its brand campaign – one that taps into that same spirit.

Stories that connect

Lucinda Sherborne, True head of strategy, says: “We needed to remind Kiwis that Qantas is more than an airline that takes us from A to B. It’s how we’ve stayed connected across the Tasman for decades, for all the moments that matter.”

Like last time, True started looking for real stories. And they found Taranaki grandmother Fi.

Starting in the 90s, she was separated across the Tasman from daughter Tracy and granddaughter Abi. But over the decades, they stayed connected with Qantas flights.

Liv McClymont from Supernormal directed the main ad.

“I loved this script from the moment I read it – Fi, Tracy and Abi’s story felt instantly relatable. It’s about love that transcends distance, and the small, everyday moments that often hold the deepest meaning. Bringing that authentic intimacy to screen was a real privilege,” says McClymont.

What Qantas stands for

Matt Heays, creative director, True: “Telling a decades-spanning story was a challenge from a production perspective, but Liv and the team from Supernormal found plenty of smart ways to bring the story to life. It’s beautifully directed and really reminds Kiwis of how long Qantas has been a part of our lives.”

Michael Gulliver, Qantas regional general manager New Zealand and Pacific Islands, adds: “It’s been a great year for Qantas in New Zealand as we continue to invest in this market. Our new Auckland to Adelaide and Perth routes are set to take off in the coming months. We’re also increasing capacity over summer, and our new Auckland Lounge will be opening soon. But at the heart of everything we do is enabling these authentic connections between New Zealand and Australia.

“This campaign brings to life what we see every day, families choosing Qantas not just for a flight, but to be there for life’s most precious moments. Fi’s 30-year journey with us represents thousands of similar stories of Kiwis who trust us to connect them with the moments that matter most.”

The campaign features a new version of Just the Two of Us, recorded via Franklin Rd – a duet featuring Cherie Mathieson and Ruby Coley – and is running on TV, digital and cinema, supported by outdoor.

Credits

• Agency: True
• Production Co: Supernormal
• Music: Franklin Road    
• Post: Moves
• Colourist: Matic Prusnik
• Media: OMD
• Client: Qantas
  • Jodie Teaken – global head of airline marketing
  • Melissa Janeczko Nash – senior manager, international & trade
  • Emily Rose – regional marketing manager

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