Qantas Frequent Flyer has launched a new campaign prompting members to ask ‘Why Not?’ when considering using their points for trips and experiences.

The ‘Why Not?’ campaign, developed in partnership with BWM Dentsu Sydney, tells stories of members who’ve earned points and used them for a variety of benefits.

The six-week campaign will appear across TV, outdoor, in airport terminals, digital social media and Qantas-owned media including eDMS, inflight entertainment, inflight magazines and online on qantas.com and qantaspoints.com.

Creative celebrating Qantas Frequent Flyer’s 30th anniversary has been running in Qantas terminals and on the back of boarding passes and Qantas Frequent Flyer member material.

“We uncovered the insight that when you pay for something with points, it’s different,” says Asheen Naidu, executive creative director at BWM.

“Points are a different type of currency – one that gives people the permission to do the things we wouldn’t normally do with our own money. So we created a campaign that championed the freedom Qantas points gives people,” says Naidu.

The video ad campaign, directed by Collider’s Rob Stanton-Cook, features the Randy Newman track ‘Feels Like Home’ as its soundtrack.

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Further reading 

• Qantas restructures executive team after profits slip 17% »
• Interview: Qantas CMO on data-driven strategy and how the brand manages large data volumes »

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