Qantas has launched a new campaign targeting the North American market, the first in more than a decade.
Qantas Group Chief Marketing Officer Petra Perry said the campaign, voiced by actor Chris Hemsworth, was designed to share the spirit of Australia with that market, as demand for travel between the US and Australia continued to grow.
Ms Perry said the campaign landed as Qantas celebrated 70 years of flying to North America this year and continued to invest in new aircraft and routes servicing the US, including Project Sunrise non-stop flights which were expected to take-off between Sydney and New York in 2026.
“It’s easier than ever for US travellers to take a break in Australia, with the majority of our services connecting the two countries in a single hop,” she said.
Acclaimed producer and director Baz Luhrmann and four-time Academy Award-winning costume and production designer Catherine Martin acted as creative consultants and ambassadors for the campaign, titled Australia in the Sky, which featured Qantas crew alongside an all-star cast of Australian talent including actor Charlee Fraser and model Jess Hart.
Filmed at Qantas’ Los Angeles hangar onboard an A380 aircraft, the campaign also features scenes from famous locations around Australia including Sydney’s iconic Bondi Beach and a flyover of Sydney Harbour, as well as Melbourne’s Federation Square and the Great Barrier Reef.
Ms Perry said the campaign was soundtracked by Australian duo Angus and Julia Stone and featured a wardrobe of Australian designers.
