LEWCASTC,
Superb post. It's not rocket science at as you have clearly pointed out.
Good old fashioned, timeless service and a company that cares for it's people - Qantas needs to spend a couple of billion to make more of it. Alas the familiar whiff of Ansett is around the halls of Qantas, quite remarkable yet not surprising.
Fancy a CEO's job? Your first mission should you chose to accept it is sack the entire board (big saving's there), order a dozen or more 777's and start that impressive marketing campaign you mentioned. Since when did we see a stirring Qantas commercial?...nothing since the paper aeroplanes and the A380 experience. It's all Jetstar and a big wash of orange on screen and in print and I bet QF pays for it all...
VA look sharp and up for it because the man who is running it should have been given the job at QF. Alan Joyce is the new Sol Trejillo - come in, leave a litany of destruction and walk away with millions in the bank. The spin has become nauseating.
This is a soul destroying chapter in Qantas' proud 92 year history and Government, Opposition and the general public need to rally to save out iconic brand.