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Qantas still calls Australia home with refresh of iconic brand spot

As someone who is only weeks away from leaving the country for a few years, I have to say that seeing the refreshed Qantas epic TVC stirred some patriotic emotions.

Seriously, if the Peter Allen tune doesn’t bring tears to your eyes, you are not Australian.

Maybe that should be the new citizenship test?

The Inspiration Room has a great post on the history of the Qantas brand campaign, up until its latest iteration.

My favourite part is how the choir execution came about in 1997. Then Marketing Manager Geoff Dixon saw the National Boys Choir perform, called iconic adman John Singleton suggesting they flying them all around the world to sing “I Still Call Australia Home”, and then put $3 million behind making it.

This is great proof that ideas can come from anywhere, even the client!

The latest launch was preceded by a one hour long Seven documentary covering how the ad was made. As per my review of the Barclaycard Waterslide epic, this is a great way to build engagement.

But for all intents and purposes, the ad is pretty much the same as it always has been. The only major difference is the spot kicks off with an Indigenous boy singing “I still call Australia Home” in his native tongue before reverting to the English version.

Now I wouldn’t be surprised if this idea came off the back of a Reconciliation Action Plan (RAP), which most large Australian corporates are now adopting.

Having done some work on one of these recently myself, I believe that when done properly, appropriate marketing and communications can be a great step in bridging the gap with Indigenous Australia.

Now to satisfy those patriotic emotions….Southern Cross tattoo anyone?

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Categories: Advertising, branding, Communication, International Marketing, Marketing Strategy

Author:Chris Maloney

Chris is a multi-channel marketing strategist and one of Australia's most awarded young marketers.

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