Advertising Campaign

This advertising campaign for Qantas Airlines aims to promote love and affection towards families and different cultures. The campaign focuses on delivering a luxury experience and increasing international flights by 20%. Learn more about the marketing strategies, target audience, and competitors.

Advertising Campaign 0
Advertising Campaign
Qantas Airlines
Student’s Name
4/2/2019

Advertising Campaign ` 1
Client Name
The client for the advertising campaign is Qantas Airlines and the advertising
campaign name as “We are just a mile apart”.
Background
The advertisement has evolved from the printing press in the 1440s to the world full
of web. It has developed vastly and has helped the companies to persuade and inform the
consumers in a better way. The advertising has taken a crucial place in all the companies for
sustaining a positive image and increases the sales of the company (Bellin, 2016).
Qantas has grown to be the largest domestic and international airline founded in the
year 1920. It is registered as the Queensland and Northern Territory Aerial Services Limited
(QANTAS). The brand is well recognized for leading long distance airline and strongest
brand in Australia. The brand is well known for its operational reliability, customer service,
maintenance, and engineering (Qantas, 2019).
The advertising campaign is designed to promote love and affection towards the
family’s and welcomes the different cultures in just a mile. It symbolizes that Qantas will
make you reach to other countries in just a mile. The campaigns convey the message that
distance does not matter when Qantas is here. The plan will cover the advertising strategy
and objectives, target audience, USP, competitors, marketing strategies and the budget
(Florido-Benítez, 2016).

Advertising Campaign ` 2
Marketing objective
The objective of the campaign is to increase international flights by 20% and deliver
satisfaction to the customers by providing a luxury experience. The goal is realistic because
the population of Australia loves to travel and have respect for the culture of other countries.
The employees at Qantas have agreed to increase the sales by 15 % and achieve 70 % of the
objective within 3 years.
Marketing Strategies
Product
The product of the campaign will include the promotional video that will create
awareness of the brand and will promote its message. The product will include a wide range
of services and amenities provided by Qantas. It will showcase a wide variety of cuisines and
the personalized services offered by the brand (Tugores-Garcia, 2012).
Pricing
The pricing of the campaign will be high because it will cover various cost i.e.
Production, campaign development, research, uses of different advertising tools will increase
the budget of the campaign (Tugores-Garcia, 2012).
Place
The advertisement campaign will cover the entire domestic and international countries
to increase sales and target a wide range of audiences (Florido-Benítez, 2016).
Promotion

Advertising Campaign ` 3
The promotion of the brand will be done through online and traditional advertising
tools. The campaign will be promoted also by using personal selling and sales promotion
techniques (Florido-Benítez, 2016).
Target Audience
The campaign is designed to promote international flights and target the audience who
loves to travel and experience the diverse culture of different countries. The segmentation is
described below:
Demographic
The economic condition of the Australian economy is good and the consumers have
high purchasing and consumption power. The average income of the consumer ranges from $
20,000 to $ 40000.
Geographic
The local people of Australia prefer different cuisines and have a luxurious experience.
However, Qantas focus on catering to the needs of the customers and has designed an
innovative combination of hotel and travel (Tugores-Garcia, 2012).
Psychographic
In Australia, the trend of luxury life and healthy food is increasing which develops the
need to deliver a luxurious experience to the population. Qantas will focus on delivering a
luxurious experience with high-class amenities and safety to the customers. It welcomes
diversity and respects diverse cultures (Massola, Kenny & Aston, 2014).

Advertising Campaign ` 4
Behavioral
The population of Australia demands different cuisines which are healthy and provides
the essence of different cultures. The customers do not hesitate to pay for the higher prices
and demands for the luxurious experience. They love to explore the culture of diverse
countries (Massola, Kenny & Aston, 2014).
Consumer Insights
The Austrians’ love to explore different countries and enjoy their vacations. The
consumers are ready to pay high for the luxurious facilities and the amenities. They desire to
have a variety of cuisines and gain valuable experience. In relation to the needs and
expectations of the customer, the advertisement campaign focuses on developing the
campaign that promotes the readiness of the Qantas to let the consumers explore the world
with the combination of the variety of amenities and luxury experiences through its services.
The campaign promotes that the brand takes care of the needs and expectations of the
consumers and accordingly designs its services. The insight of the consumer needs will help
to design an effective campaign and creates high brand awareness (Komutanont & Pires,
2016).

Advertising Campaign ` 5
The brand uses the data management platform like Umbel to get a deep insight into
the customers by collecting the data from the multiple sources. The purpose of designing the
campaign is to achieve the customer satisfying by delivering excellent services and providing
a memorable experience. The brand will focus on providing personalized bar and the taste of
different cultures. It will deliver the service that is safe; quality approved and will deliver the
luxury experience (Bereznoi, 2015).
Target Audience Weighting
The main target market comprises of youth and the high-income class who loves to
travel and experience the diverse culture of different countries. The weightage includes 60%
of youth and 40% high-income group.
Advertising objective
The objective of the advertising campaign is to create brand awareness and increase
international flights by 20 % through the use of an advertising campaign. The target of the

Advertising Campaign ` 6
campaign is to create awareness among 70 % youth and 30 % high-income groups. It will
achieve the target by conducting 60% of the promotion through online platforms because it
covers a wide audience with limited cost and 40 % of the promotion through traditional
methods. The tagline of the campaign is “We are just a mile apart” (Homsombat, Lei, & Fu,
2014).
Advertising strategy
Direction
Through the use of the FCB grid, it is analyzed that the consumers perceive the brand
as a safe travel option and involves more of emotional quotient rather than intellectual
decision. The advertisement campaign is designed to make the consumers perceive the brand
as a luxury facility that will make the travel experience in just a mile. The focus of the
campaign will be more emotional decisions (George, 2011).
Campaign Scope
The scope of the campaign is to create brand awareness among existing and potential
customers. The advertising campaign is used as a main promotional tool to increase the sale
of the company and share the information (George, 2011).

Advertising Campaign ` 7
Suggested Media
The online media will include social media sites, social media marketing. The
traditional methods will cover radio, television, newspaper, sponsorships, and sales
promotion tools (O'Connell & Williams, 2011).
Timing and Duration
The timing and duration of the campaign will be lengthy because it is a huge
investment campaign and requires time to effectively implement the campaign. It will cover
almost 12 months to undertake the campaign (O'Connell & Williams, 2011).
Brand Dimensions
Brand Values
The brand has strong power and value which helps in increasing the sales of the
company. The campaign designed describes the power of the brand to make the consumers
travel throughout the world and delivers a luxury experience (Moriarty et al, 2014).
Brand Personality
The advertising campaign “We are just a mile apart” has created the brand personality
that Qantas not only fly the planes but they fly the people to experience the essence of diverse
cultures. The campaign delivers a strong personality of the brand (Barbot, Costa & Sochirca,
2013).
The brand tone of voice

Advertising Campaign ` 8
The advertisement campaign “we are just a mile apart” delivers the tone that
difference does not matter when Qantas is here and describes the respect and affection
towards the diverse culture (Maryani, 2018).
The brand issues faced by the advertisement campaign are the color of the logo. The
color of the logo must be red or blue. Red symbolizes strong while the blue symbolizes peace
and trustworthy. The logo of the brand is also considered as a branding issue because it must
communicate a message to the customers (Barbot, Costa & Sochirca, 2013).
Unique selling proposition
The advertising campaign focuses on repositioning the brand by uniquely delivering
the message of respect and love towards the other cultures. It defines the human relation and
the distance between them does not matter when Qantas is here. The Qantas provides all-time
services and delivers the luxury experience to its customers. This campaign has the power to
convert the existing into loyal customers and target potential customers (Driver, 2016).
Competitors
DIRECT
COMPETITOR
S
SLOGAN COMPETETIV
E
ADVANTAGE
United Airlines Substantially
less expensive
than other
inetrnational
airlines.
Malaysia
Airlines
Handles market
for separately
for each country

Advertising Campaign ` 9
Virgin
Australia
Focus on low
cost and product
uniqueness
Cathay Pacific
Airlines
Majorly focuses
on costumer
rather than
operation
FIJI Airways
Fiji airways
supplied more
creative
variations
The customers will respond positively towards the advertising campaign because it
will able to persuade the customers in a better way and will provide the full information to
the customers. The power of the message that the campaign communicates influences the
buying behavior and drives the force to travel the world. The advertisement campaign helps
in communicating the message to the larger audience within a short span of time. It persuades
the customer by showcasing its luxury amenities and delivers the message of love and
affection (Dean & Baxter, 2016).
Apart from the positivity of the advertisement campaign, there is always a scope of
the negative influence of the customers. There is always a risk of misinterpretation or
development of the false image in the minds of the customer. The message communicated in
the advertisement campaign may create a false image in the minds of customers and affects
the personality of the brand. The changing trends and the economic condition of Australia
also play the major role in the negative influence of the campaign because the perception of
the customers changes according to trends and does not meet the expectation of the
customers. Poor economic conditions may affect purchasing and consuming the power of the
customers and thus creates a negative impact on the brand (Dean & Baxter, 2016).

Advertising Campaign ` 10
Media Considerations
It is vital for the media planner to consider the situational influences because it
majorly affects the sales of the brand. The situational influence includes the physical
condition, the timing and the social situation of the consumers. The media planner must
analyze the time to launch the campaign according to the needs of customers. The physical
and social condition also influences the purchasing behavior of the customers and affects the
sales of the company. The media planner must target the customer considering their social
and physical needs (Constantinides, 2014).
To develop an effective advertising campaign the company must wisely choose its
advertising tools and must make the proper distribution among the online and traditional tools
of advertising. The social media marketing is a low-cost effective advertising tool that helps
to communicate to wide reach and especially to the target market. The traditional methods are
comparatively costly but target a large audience within a short span of time (Constantinides,
2014).
Mandatory Inclusions
While preparing this advertisement campaign it is crucial that the company does not
breach and legal and ethical standards. In this context care will be taken that the campaign is
compliant with the Competition and Consumer Act, 2010, particularly Schedule 2 of this act.
There is also a need to take the relevant licenses and permissions. Lastly, business ethics, in
terms of concepts like CSR, have to be followed.

Advertising Campaign ` 11
Budget
PARTICULARS Amount in $’000
Campaign Development 5,000
Production 15,000
 Raw Material 5,000
 Fixed Cost 3,000
 Variable Cost 7,000
Media : 50,000
 Traditional Platforms 30,000
 Online Sources 20,000
Monitoring And Research : 10,000
 On Field Research 8,000
 Internet Search 2,000
Agency Fees : 20,000
TOTAL 1,00,000
Conclusion
From the above discussion, it is concluded that the advertising campaign plays a
major role in influencing customers and creating a positive brand image of the company. The
advertisement campaign designed for Qantas delivers respect and affection towards the
different cultures. It describes that the distance does not matter when Qantas is here. The aim
of developing the campaign is to increase the sales of the company and reposition the brand
as delivery of the luxury experience. It is scrutinized that the implementation of an
advertisement campaign requires developing appropriate advertising strategies that will help
in achieving the objective of the company.

Advertising Campaign ` 12
References
Barbot, C., Costa, A., & Sochirca, E. (2013). Airlines performance in the new market
context: a comparative productivity and efficiency analysis. Journal of Air Transport
Management, 14(5), 270-274
Bellin, H. (2016). Branding and marketing channel strategies: Some effects on channel
partners. Journal of Marketing Channels, 23(4), 255-257
Bereznoi, A. (2015). Business model innovation in corporate competitive strategy. Problems
of Economic Transition, 57(8), 14-33
Constantinides, E. (2014). Foundations of social media marketing. Procedia-Social and
behavioral sciences, 148, 40-57
Dean, A. M., & Baxter, S. (2016) Customer Experiences of Service Online: Links to Brand
Image and Loyalty
Driver, J. C. (2016). Developments in airline marketing practice. Journal of Marketing
Practice: Applied Marketing Science, 5(5), 134-150
Florido-Benítez, L. (2016). The impact of mobile marketing in airports. Journal of airline
and airport management, 6(1), 1-18
George, Z. S. (2011). Factors Influencing Consumer Preferences While Choosing between
Budget Airlines. Available at SSRN 1951792
Homsombat, W., Lei, Z., & Fu, X. (2014). Competitive effects of the airlines-within-airlines
strategy–Pricing and route entry patterns. Transportation Research Part E: Logistics
and Transportation Review, 63, 1-16

Advertising Campaign ` 13
Komutanont, W. P., & Pires, G. (2016). Insights of resilience to crisis in the airline
industry. Global Business & Economics Anthology, 1
Maryani, M. (2018). Regaining Company’s Reputation: What is a Brand and Who Cares
about Them? The Case of Qantas. Jurnal Ilmiah Esai, 7(3), 164-172
Massola, J., Kenny, M., & Aston, H. (2014) High costs and wages key to Qantas' problems,
says Deputy PM Warren Truss. Retrieved from:
https://www.smh.com.au/politics/federal/high-costs-and-wages-key-to-qantas-
problems-says-deputy-pm-warren-truss-20140227-33jlw.html
Moriarty, S., Mitchell, N. D., Wells, W. D., Crawford, R., Brennan, L., & Spence-Stone, R.
(2014). Advertising: Principles and practice. Pearson Australia
O'Connell, J. F., & Williams, G. (2011). Air transport in the 21st century: key strategic
developments. Ashgate Publishing, Ltd.
Qantas. (2019). About Us. Retrieved from:
https://www.qantas.com/travel/airlines/company/global/en
Tugores-Garcia, A. (2012). Analysis of global airline alliances as a strategy for international
network development (Doctoral dissertation, Massachusetts Institute of Technology)