Major Project: Developing a Media Campaign for Qantas Airlines

This project presents a comprehensive media campaign plan for Qantas Airlines, developed by a student. The campaign aims to boost sales and promote multiculturalism by partnering with Lays. The plan details the background of Qantas, the 'BIG Idea' of the campaign (miniature airplane toys in Lays chips packets), and the rationale behind the partnership. It outlines the appeal to teenagers and children through emotional marketing, and the use of media strategies including social media, TV ads, and bus shelter advertising. The campaign emphasizes multiculturalism, sales promotion, and market awareness. The project covers creative execution, implementation strategies, and a conclusion, along with references to support the campaign's effectiveness in reaching the target audience and achieving the company's objectives. The campaign aims to educate the younger generation about the importance of accepting various cultures and boost sales. The campaign focuses on the emotional appeal of multiculturalism, using both companies' existing customer bases to increase market awareness and sales.

Running head: MEDIA CAMPAIGN
Media Campaign
Name of the Student
Name of the company
Author Notes:

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Table of Contents
Background......................................................................................................................................2
The BIG Idea...................................................................................................................................3
Rationale..........................................................................................................................................4
Appeal and medium.....................................................................................................................4
Media Strategies..............................................................................................................................6
Creative execution...........................................................................................................................8
Implementation..............................................................................................................................10
Conclusion.....................................................................................................................................11
REFERENCES..............................................................................................................................13

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Background
Qantas Airlines were established in 1920 (Qantas.com, 2019). Since then the company
has been making various contributions to the society in term so gaining acceptance in the society.
The company has been successfully been recognised as one of the largest airline companies in
Australia and are on the receiving end of fair share of acceptance throughout the globe.
Furthermore, the contributions that Qantas made to in the airline industry is considerable. The
success of the company has been responsible for putting Australia in the map and the success of
the company can be recognised as successful as that of the Common wealth bank of Australia.
Qantas is the company with the highest market share in Australia and are considered as the go to
Airline Company in Australia (Srisaeng, Baxter & Wild, 2014). The main objective of the
company while operating in the market is to provide luxury experiences to the passengers who
board flights with Qantas. However, it can be said that there is nothing called too much profit,
along with the fact that the stakeholders and the investors of the company have to be constantly
satiated. Hence, the company aims to boost its sales figures by 15% within the upcoming three
years. The company have secured the highest percentage of market share in Australia. However,
the increasing number of international competitors has been witnessed by the company as a
result of which they are likely to promote the services of the company more effectively in order
to maintain a healthy base of customers. The key message that the company aim to provide is to
enhance the acceptance of the services provided by the company by promoting multiculturalism
that is mutual respect for different cultures. Hence, the aim of the company can be achieved by
an innovative Advertising campaign.

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The BIG Idea
Qantas already have and effective marketing plan through which the pitch their services
to the consumers (Lehman, Wickham & Reiser, 2017). Hence, incorporation of innovation in
terms of innovative thinking from the part of the company is assumed to be profitable for the
company. The aim of the company is to effectively boost the effectiveness of the company in
terms of appreciation from the Australian consumers. The company can achieve its objective of
gaining increased amount of acceptance form the consumers. A partnership strategy has deemed
to be the most effective strategies that can be used by the company. Lays, also known as Frito-
Lay’s are one of the leading international manufacturers of packaged chips (Fritolay.com, 2019).
Thus, collaboration with the latter can help in penetrating the market even deeper. The idea that
has been formulated in order to increase the effectiveness of awareness in the community,
revolves around the idea of providing miniature, aeroplane toys inside every packet of Lays chip.
Lays is a product that is accepted internationally. Hence, collaboration of Qantas with Lays can
be termed as a favourable platform that will help the company in contributing to the efforts of the
company in order to maintain the market share of the company and increase it further. The USP
of the company revolves around the fact of intercultural communication and acceptance of
people belonging to various cultures. The product through which the idea of the company would
be pitched is through collaborative associations with Lays. Miniature aeroplane toys will be
supplied inside that packet of chips would help in the educating the consumers of the products
about the company. Furthermore, the Qantas would supply quotes inside the toys that would be
regarding the topic of multiculturalism. The campaign would be called, “Be enlightened with
lays”. The idea behind the campaign would also be promoted by the creative heads at Lays and

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thus the expenses of the marketing campaigns would be shared by the companies. The main idea
revolves around spreading awareness about the importance of multiculturalism.
Rationale
Sustainable initiatives are the activities that act like platforms of boosting the efficacy of
a company (Hsu, Tan & Zailani, 2016). Even though, the main aim behind creation of the
advertisement is to satiate the diverse needs of the stakeholders of the company, it is an activity
that can boost the effectiveness of the operations of the company in the long run. Lays is an
international brand that has its own set of loyal customers. The campaign will feature
commercials on television and on social media platforms. Provided the growing number of
international competitors, the strategy that can be employed by the company in order to improve
their existing market share. The reason behind the acceptance of the company can be termed as
favourable from the part of the company. Lays are one of the most successful FMCG brands in
the world (Kohli, Suri & Kapoor, 2015). Gaining association with such a company will be liable
for the success of the company in terms of association with a company such as Lays. The aim of
the company is to contribute to the sustainability of the environment. The aim of the company is
to contribute to the sustainability of the environment and to contribute the sustainability of
communities across the world.
Appeal and medium
The appeal that a product or service provides to the community determines the success of
the product in the community (Rugar et al., 2016). Multiculturalism is one of the most sensitive
issues in the world (Shohat & Stam, 2014). The aim of the companies is to contribute to the
sustainability of the different cultures. Paying due attention to the different cultures help in
gaining association and acceptance from different communities (Baird et al., 2014). Thus, it is a

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practice that has been carried by multinational companies for many years (Epstein, 2016). An
intercultural appeal is one of the best criteria that can help in the association of the company in
terms of gaining appreciation from the part of the companies. Furthermore, the products will be
pitched to teenagers and children. Moreover, the products that will be offered with the packets of
Lays will contain messages regarding the multiculturalism. The latter is supposedly a good
medium to educate the younger generations about acceptance of various cultures. The appeal that
the company aims to create is through that would be used as a medium to promote the idea of the
product. Multiculturalism is considered to be an Emotional Appeal and thus that is the appeal of
the advertisements to be created by the company. Even though the advertisements and
commercials will mainly be carried out by Lays. The ads will show the ability of the people of
Australia enjoy the flavours of the whole world. Furthermore, advertisement will be featured
where Lays chips are being offered by flight attendants on the flights. Thus, both the companies
will gain exposure to through the collaborative advertisements. The activity that will be
regarding delivering free aeroplanes has been assumed to be carried out by the company. The
said advertising plan has been is supposed to be carried out and the following are some of the
main reasons behind the acceptance of the initiative of the company;
Market awareness: One of the main aims of Qantas is to gain awareness in the market. Even
though Qantas is a household name in Australia, it is unknow to many demographics in the
country. It has been found that there are many countries were the people are not familiar with the
name Qantas. However, the latter are aware of Lays as a brand. Hence, the efforts of the
company are likely to promote the effectiveness of the company in terms of gaining appreciation
from the consumers of the community who are likely to gain awareness of the potential
consumers.

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Sales Promotion: Sales promotion is a component of marketing activities that are carried out by
companies in order to boost the sales figures of a company ( Jin, Wang and Hu, 2015). Providing
miniature Qantas planes with the packets of Lays would help the company in gaining the
attention of the younger customers of the company. This will help in boosting the sales figures of
Lays and simultaneously the consumers will gain increased awareness of about Qantas. Hence,
both the companies in the company will be able to increase their sales potential in the market.
Multiculturalism: Multiculturalism is a practice that ensure the all cultures receive equal
importance. As mentioned earlier it is an activity that is being carried out by companies all
around the world to gain the acceptance of the consumers of various communities. Carrying out
the same helps in ensuring the viability of a company in the long-run. Hence, by providing
messages inside the miniature planes that will be offered inside the packets are likely to succeed
in providing the message of sustainability in terms of acceptance of the people of the community.
The above factors are considered as important in terms of gaining acceptance in the
market. The aim of the company is assumed to gain the approval of the regulatory bodies and it
is also likely to help boost the effectiveness of the operations of the company. Hence, it can be
said that the advertising campaign from the part of the company can be deemed to succeed in the
market.
Media Strategies
The ultimate strategic goal of the company can be achieved with the help of successful
media partnerships. The main motive of the company can be communicated to the end consumer
only if the organisation is able to identify a media-drivers. It has been found 9 out of 10
Australians use smartphones (Cheever et al., 2014). Thus, the advertisements are to be pitched by

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using the effective social media ads. The mini aeroplanes that will be provided with the packets
of lays will also contain QR codes and link to the website of Qantas were the people can gain
awareness regarding the sustainable contributions that they can make to the society by accepting
people from different cultures. This message would be also carried on to the television ads were
the people of the in the ads will be racial mixed. Both the ads from the Lays and Qantas would
feature people of different colour which would become a ground on which the companies are
contributing the message of being together and accepting the different cultures that exist.
It has been found that the people of Australia watch TV in the evening. The TRP is at the
peak at around 9 pm at night (Esser, & Jensen, 2015). Hence, the frequency of the
advertisements would be focused towards the time frame that is considered to be the peak time of
television viewing. Qantas already are in a partnership with Cricket Australia and the advertising
campaign can be pitched during cricketing events which would help in increasing the exposure
of the viewers who are likely to be potential customers of the company (Farrar, 2015). Bus
shelter advertising has gained popularity in Australia. Furthermore, it increases that chances of
gaining exposure to the commuter who are waiting for public transport and that of the people
passing by on vehicles. Every ad will have a QR code, by scanning which the viewer of the ad
will go straight to the webpage of Qantas that have information regarding Qantas as mentioned
earlier. The target audience are mainly teenager and children who will not be the ones who will
spend the money on buying the ticket at present. However, they have the power to convince and
influence their elders or guardians who are likely to the individuals spending the money on the
aeroplane tickets. All the campaigns will be educational for the people who are subject to the
advertisements and the commercials. Apart from acknowledgement of the time when the product
is to be pitched in the market, the company should carry out effective market research as it will

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help the company in identification of the needs of the consumers and the most suitable time for
the launch of the same. Thus, it can be said that aim of the company will employ commercials on
television, advertise the
products on social media,
during cricket matches and
during the peak hours of
Australian television,
along with bust shelter
advertisements with the aim of
maximum exposure in the
market.
Creative execution

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Image: Bus shelter advertisement
Image: Qantas Ad featuring Hugh Jackman

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Image: Lays social media ad
Image: Lays Commercial featuring Lionel Messi.

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Similar advertisement and or the collaboration of the same will be provided and it would ensure
that the motives of both Qantas and Lays are communicated to the end users who are subject to
the advertisements.
Implementation
While formulating a plan a media campaign or advertising campaign there are various
legal and ethical issue that might arise (Bertrand, 2018). The products that are advertised should
be compatible to the established legal frameworks. Furthermore, they should ethical in the same
time. There are some moral and ethical principles that the advertisements should follow in order
to gain popularity and acceptance in the society. Values such as the degree of truthfulness of the
advertisements, the respect and protection of dignity of people and displaying social
responsibilities should be included in advertisements in order to term them as successful in terms
of moral and ethics (Mooij 2018). The advertisements that are to be created by Qantas and Lays
will be truthful, the messages that will be delivered through the advertisement would be truthful
and no claims will be made that cannot be fulfilled. Furthermore, it will preserve dignity of the
people of the society and contribute to the sustainability of the society through encouragement of
multiculturalism. The ad campaign that is to be made by the companies will be free of puffery,
will not contain any content that can offend people, humour at the expense of other people will
be absent from the ads. One of the maim aims of the company, revolves around the concept of
multiculturalism and hence, stereotyping would be missing from the advertisements on all types
of media. Inclusion is an activity that is a must for carrying out the said media campaign (Daya,
2014). People of different colour and ethnicities would be present in the ads and would
contribute the aim and success of the company in communicating the idea of acceptance of
people belonging to different cultural backgrounds. Furthermore, the ads are to comply with the

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legal frameworks that are present in the state and the country that the ads would be placed and
pitched in.
Conclusion
Qantas has been successfully operating in the Australian and the international market
from 1920. The company has been recognised as the biggest airline company in the country.
However, it has been witnessed that there the number of international competitors can hinder the
operations and sustainability of the company in the long run and finally lead to loss of market
share that is currently owned by the company/. The company has created an innovative idea in
order to retain the existing customers and attract new customers. The company has formed a
collaborative partnership with Lays. Miniature aeroplane toys with messages will be provided in
the packets of Lays The media campaign will include commercials of television on prime time,
ads would be pitched on social media and along with bus shelter ads. The ads that are to be
created by the company cater to the values that are needed to be considered while making ads.
The aforementioned factors will make the future outlook of the company favourable.

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