From an advertising perspective, the concept of putting customers at the forefront of their campaign is expressive and meaningful, however the message was executed poorly.
This I totally agree with.
As soon as you start seeing quotes like "As Pullen describes it, “the most multi-channel, multi-dimensional campaigns ever launched in Australia”." you have to start asking if Pullen's ego or the marketing teams' collective ego has overridden any commercial focus. I'd lay pretty short odds that Pullen has an agency background not an in house company background, the choir and "Australia home" campaigns were more the type of campaign in house people run when they are in charge, this latest one involves rock stars and tries to show just how clever the marketing people are with the result the message is nowhere near as powerful but from a creative perspective they can wank on about symbolism and immersed messaging and all sorts of BS when they meet their mates for Friday night drinks.
Seriously, there was massive recognition of the "Australia Home" theme, it didn't focus on Peter Allen, it evolved and brought in kids choirs and some spectacular footage of what Qantas can deliver you to. Note that use of "what" not "where". Where is simply about a destination that you get dropped off at, what is what Qantas are going to do for you, how they will make you feel better etc. Instantly recognisable no matter where you hear it QANTAS used to have an ad campaign that would actually draw people from other rooms to watch adverts as soon as they heard the music so they could fantasise about the latest offering.
This one doesn't do that, it sounds just like the rest of the background noise.