Tupperware airliner.
Brilliant!
If one studies enough marketing drivel they see a central element is simple repetition: Say something often enough it gets believed.
Am sure many remember Mr Joyce repeating over and over "Qantas International is in terminal decline' culminating in a requirement for AUD$3 billion of government assistance. The same business is now transformed, handsomely rewarding the insiders, with the same fleet and same contracts and now a solitary 787.
Mr Joyce has had his own transformation of sorts. It is not uncommon for CEOs to undergo a stage managed heroic journey. There is always an accompanying narrative setting the scene as the hero battles stereotypes, challenges, bullies and disaster. He emerges victorious.
Steve Evans and Kerry Jacobs did a great piece of research into the hero journey at Qantas..
Can we see use of the myth of the hero’s journey in the annual report, and what role
does accounting play in the narrative?
An interesting analysis, when supported by myopic media and constant commercials or paid advertising the 787 fits nicely into this narrative.
The actual reality that the Qantas group revenue has shrunk under their leadership, the business gone backwards, people with whom I associate are amused by their antics in its home market it sort of drowns out critical analysis.