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Qantas picks up the cheque for passports in new US campaign


Qantas picks up the cheque for passports in new US campaign


Qantas has launched a campaign targeting US travellers by offering to pay for their passports.

The ‘Not Your Typical Airline’ campaign has launched in the US, complete with US$135 discounts – the price of a US passport – on airfares to Australia.

The campaign launches in time to support the arrival of Qantas’ new 787 Dreamliner.

Video creative leverages the fact that only 40% of Americans hold a valid passport – offering a passport promo code for the discount for online bookings.



“Australia is in the top five destinations Americans would cosider travelling to in the next four years, yet more than half the population do not hold a valid passport,” says Qantas chief customer officer Olivia Wirth.

“We want to make this process easier and offer our American customers US$135 off the price of their fare, essentially covering the cost of a new passport,” she says.

The campaign was developed by agency BWM Dentsu Sydney. “Sometimes the most obvious solution is the right one,” says Asheen Naidu, executive creative director. “After all, if you want more people to travel, first you have to make sure that they can,” he says.

According to Tourism Australia, more than eight million international visitors travelled to Australia in the year ending June 2017, injecting $40.6 billion into the Australian economy. Of these, 753,000 were from the US, spending a total of $3.7 billion during their stay – a 7% increase from the previous year.

Further components of the campaign showcase the Great Barrier Reef and Uluru, as well as other outdoor activities, explaining that what Australia has to offer is ‘not your typical vacation’.



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Ben Ice

Ben Ice was MarketingMag editor from August 2017 - February 2020

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