Australian Travel Gets Boost from Chris Hemsworth and Baz Luhrmann in New Qantas Campaign
It’s a bird, it’s a plane, it’s … Australia in the Sky.
Qantas debuted its first new brand campaign in the North American market in a decade due to boosted demands for travel between the United States and Australia. The spots have noteworthy Hollywood pedigree thanks to local Aussie heroes Chris Hemsworth, Baz Luhrmann, Catherine Martin, and models Charlee Fraser and Jess Hart.
The Avengers star delivered the voiceover for the campaign, while the married filmmaking team acted as creative consultants and ambassadors on the campaign. Models Fraser and Hart appear in the campaign as do Qantas crew members. Filmed at the airliner’s Los Angeles hangar onboard an A380 aircraft, the campaign features scenes from famous locations around Australia including Sydney’s iconic Bondi Beach, Sydney Harbour, Melbourne’s Federation Square and the Great Barrier Reef.
“Like all Australians, I feel a great deal of pride in Qantas,” offered the auteur. “The moment you step on the flight you’re embraced by the unique spirit that brings a little of Aussie magic to every journey. When you’re on Qantas, you’re not waiting to get to Australia, you’re already there.”
As for Hemsworth, whose voice can currently be heard in movie theaters across the globe in Transformers One, said that as an Australian, he’s spent a lot of time on “long-haul” flights. “I find such comfort stepping on a Qantas plane because it immediately feels like coming home.”
Added Qantas chief marketing officer Petra Perry: “Be it through our warm, friendly crew or the premium Australian wine and produce we serve, we want our customers to feel like they’ve started their holiday in Australia from the moment they step onboard a Qantas aircraft. “It’s easier than ever for US travelers to take a break in Australia, with the majority of our services connecting the two countries in a single hop.”
Creative agency CONVICTS developed the concept and creative direction for the campaign in collaboration with Qantas. Australian helmer Justin McMillan helmed the campaign, which has a soundtrack by Australian duo Angus and Julia Stone.
To meet demand, Qantas is upping its New York — Auckland — Sydney service from four to six times per week beginning Oct. 27, with an eye to add Project Sunrise nonstop flights between Sydney and New York in 2026. Qantas this year celebrates 70 years of flying to North America.
