Qantas launches anti-strike ad blitz
11 Oct 2011
By David Blight
Qantas has said it may continue to run its advertising campaign against union strikes if further disruptions occur, with full page print ads rolling out from yesterday.
The airline has launched a print campaign apologising for flight delays or cancellations, and has said it could run the campaign for as long as the unions continue to cause disturbances.
The print campaign, which launched yesterday and was created by Lawrence Creative Strategy, tells Qantas customers “We’re sorry”. It goes on to blame union action against the airline for delays and cancellations.
The ad reads: “We are doing all we can to minimise the impact of this action, but we know it has inconvenienced our customers and we sincerely apologise … We can’t give in to union demands that risk the future of Qantas … We urge these three unions to come to an agreement with Qantas that is fair and equitable.”
The campaign has already featured two separate executions, one which ran yesterday, and one which is running today. It is unclear if Qantas has any other executions planned.
The campaign runs across all major Australian newspaper titles, including
The Australian, The Australian Financial Review, The Sydney Morning Herlad, The Age, The Daily Telegraph and others.
A spokeswoman for Qantas told
AdNews that the campaign will run through the beginning of the week. However, she went on to say that the campaign may continue to run if the unions continue to cause disruptions.
Qantas has been caught up in a range of
PR problems over the last year – including the grounding of some of its fleet, mass lay-offs and unions strikes. The airline recently called a
global review of its creative and media agency arrangements for the first time in ten years, putting roster agencies M&C Saatchi, Ogilvy, Mojo, Wonder and ZenithOptimedia on alert.
~This is nothing more than a"boo hoo poor me" piece that is trying to garner sympathy(my bold)