Qantas spares no expense that it still calls Australia home
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Qantas spares no expense that it still calls Australia home
Sat "Sydney Morning Herald"
Qantas spares no expense to remind the world that it still calls Australia home
By Paul McIntyre, Marketing Editor
January 31, 2004
Qantas is in the final stages of shooting Australia's most expensive television commercial, with a production budget of more than $10 million topping the entire cost of making hit Australian feature-length films such as The Castle, Lantana and The Dish.
The airline has already flown dozens of members of the Australian Girls Choir and the National Boys Choir to exotic and iconic locations in Greece, Japan, France, New Zealand and the United States in what the film industry says is an all-singing cinematic blockbuster. Every Australian state will also feature in the commercial.
The production is so big the airline's chief executive, Geoff Dixon, is "a bit nervous", while John Singleton, whose agency is making the ad, says he is "terrified". "It's the biggest production I've been involved in," Mr Singleton said. "It's absolutely terrifying. It's costing about the same as two or three feature-length movies. It better be good or we're sacked."
Qantas would not comment on the campaign details, production budget or when it would be seen on Australian TV screens but claimed it would be "one of the world's greatest commercials".
"It's a very ambitious shoot," a Qantas spokesperson said. "I can't comment on what the budget will be but clearly it will be a significant investment. We believe it will be one of the world's greatest commercials."
There are suggestions Australians may have to wait for a peek at the new campaign until August, when the airline could launch it during the Athens Olympic Games.
Peter Allen's I Still Call Australia Home will remain as the jingle, along with the two children's choirs, an idea hatched by Qantas chief Mr Dixon after a phone call to his advertising mate, Mr Singleton.
Qantas has been taking only 20 children at a time on overseas shoots and rostering their involvement - aside from a couple of "hero children" - to ensure minimal disruption to schooling.
"It's a logistical bloody nightmare," Mr Singleton said. "The kids have got tutors and minders and all the other things that go with it. It's also bloody exciting."
============================================
Qantas spares no expense to remind the world that it still calls Australia home
By Paul McIntyre, Marketing Editor
January 31, 2004
Qantas is in the final stages of shooting Australia's most expensive television commercial, with a production budget of more than $10 million topping the entire cost of making hit Australian feature-length films such as The Castle, Lantana and The Dish.
The airline has already flown dozens of members of the Australian Girls Choir and the National Boys Choir to exotic and iconic locations in Greece, Japan, France, New Zealand and the United States in what the film industry says is an all-singing cinematic blockbuster. Every Australian state will also feature in the commercial.
The production is so big the airline's chief executive, Geoff Dixon, is "a bit nervous", while John Singleton, whose agency is making the ad, says he is "terrified". "It's the biggest production I've been involved in," Mr Singleton said. "It's absolutely terrifying. It's costing about the same as two or three feature-length movies. It better be good or we're sacked."
Qantas would not comment on the campaign details, production budget or when it would be seen on Australian TV screens but claimed it would be "one of the world's greatest commercials".
"It's a very ambitious shoot," a Qantas spokesperson said. "I can't comment on what the budget will be but clearly it will be a significant investment. We believe it will be one of the world's greatest commercials."
There are suggestions Australians may have to wait for a peek at the new campaign until August, when the airline could launch it during the Athens Olympic Games.
Peter Allen's I Still Call Australia Home will remain as the jingle, along with the two children's choirs, an idea hatched by Qantas chief Mr Dixon after a phone call to his advertising mate, Mr Singleton.
Qantas has been taking only 20 children at a time on overseas shoots and rostering their involvement - aside from a couple of "hero children" - to ensure minimal disruption to schooling.
"It's a logistical bloody nightmare," Mr Singleton said. "The kids have got tutors and minders and all the other things that go with it. It's also bloody exciting."
============================================
It looks like any bonus payments to the pilots and ground staff busting there B*#$ls to get aircraft away on time even with reduced staffing will be absent this year again with huge money spent on adverts.
Moderate, Modest & Mild.
a production budget of more than $10 million
Why?
Why does Dixon feel the need to spend "more than $10 million" on TV ads, at a time when he is calling for concessions from all other staff.
Is this what he needed the extra $$'s for?
What a hypocrite!
Why?
Why does Dixon feel the need to spend "more than $10 million" on TV ads, at a time when he is calling for concessions from all other staff.
Is this what he needed the extra $$'s for?
What a hypocrite!
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I knew one of the girls involved in the original shoot. The trip they had can only be dreamed of. 5-star hotels, sightseeing, gourmet food and visits to some of the most beautiful places on earth in one mega round the world trip.
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From what I've read/heard, despite the initial outlay, the initial 'I Still Call Australia Home' campaign was one of the most successful 'big budget' ads in Australian advertising history, and directly responsible for a significant increase of American, European and local business. Even today it's apparently one of the bechmarks in the advertising industry for largescale campaigns.
As we all know, marketing these days is vital for airline success. Easy to snipe at $10m on a campaign, but frankly without the pax (and the growth) the company might as well shut up shop tomorrow. Having listened to a few Melbourne and Sydney radio stations recently, and heard Virgin Blue ads spattered all over them, not to mention seeing Virgin Blue billboards all over the city skyline and airport surrounds, not to mention daily Virgin Blue front page ads in the national broadsheets and Fin Review, I wonder - as a proportion of yearly gross expenditure (and indeed profit), who really has the biggest marketing spend of the two?
Academic really - at least Qantas mainline employees are on decent conditions.
As we all know, marketing these days is vital for airline success. Easy to snipe at $10m on a campaign, but frankly without the pax (and the growth) the company might as well shut up shop tomorrow. Having listened to a few Melbourne and Sydney radio stations recently, and heard Virgin Blue ads spattered all over them, not to mention seeing Virgin Blue billboards all over the city skyline and airport surrounds, not to mention daily Virgin Blue front page ads in the national broadsheets and Fin Review, I wonder - as a proportion of yearly gross expenditure (and indeed profit), who really has the biggest marketing spend of the two?
Academic really - at least Qantas mainline employees are on decent conditions.
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Does the ad have a shot of the outsourced call centre?
The one in India.
For people that "Still call Australia Home" they go a long way to avoid using local labour.
Pity, really.
The one in India.
For people that "Still call Australia Home" they go a long way to avoid using local labour.
Pity, really.
Money appears to be no object for QF at present.
Recent purchases include two prime time landing slots at LHR from FlyBe for $47M and part ownership of SkyNet making them the 8th largest shareholder.
Recent purchases include two prime time landing slots at LHR from FlyBe for $47M and part ownership of SkyNet making them the 8th largest shareholder.
Don't knock QF's advertising you mob: their first attempt (well, the Christmas CD, ending with THE song) is an intergal part of getting my rugrats to sleep, and it works well!
Roll on "...home" verse 2!
Roll on "...home" verse 2!
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If it's done well the whole of Australia could potentially reap the benefits of one ad for decades.
Worldwide the most remembered ad of all time, one of similar nature (very similar it seems), the Coca Cola company's 'I'd like to teach the World to Sing,' was made 34 years ago.
BA's 'face' ad - all the groups of folks creating a face shot from above by helo - directed by Hugh Hudson is still in the top ten all time ads 16 years after it was shot.
The desired effect lasts long after the ads stop their run. Exactly the warm afterglow you guys created with the Sydney Olympics. It will last for years.
Meanwhile America is about to settle down to the Superbowl. Two million USD per 30 second ad. Big picture time folks - I really do hope they produce a cracker.
Regards
Rob Lloyd
(See, and not a mention of tall poppies
)
Worldwide the most remembered ad of all time, one of similar nature (very similar it seems), the Coca Cola company's 'I'd like to teach the World to Sing,' was made 34 years ago.
BA's 'face' ad - all the groups of folks creating a face shot from above by helo - directed by Hugh Hudson is still in the top ten all time ads 16 years after it was shot.
The desired effect lasts long after the ads stop their run. Exactly the warm afterglow you guys created with the Sydney Olympics. It will last for years.
Meanwhile America is about to settle down to the Superbowl. Two million USD per 30 second ad. Big picture time folks - I really do hope they produce a cracker.
Regards
Rob Lloyd
(See, and not a mention of tall poppies
)
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Yes currawong I'll bet the outsourced Indian staff will not feature. I also doubt the NZ and BKK based and hired FAs will get a mention.
We still call Australia home... but our staff don't.
SG
We still call Australia home... but our staff don't.
SG
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Cant believe the anti - Australian (not just anti Qantas) crap I read about in here fellas!
An Australian airline wants to sell itself to not only Australians but to the world at large!!!
If they protray a fantastic image of Australia and attract visitors to this great country then we all benefit dont we?
All Australians benefit - not just a handful whinging about their lack of pay-rises etc.
To think otherwise is just mean spirited, ignorant and narrow-minded.
To think that international advertising isnt going to cost a bomb is naive at best.
If they pull it off in great style then bloody good on them I say!
It may surprise you to know that the Qantas symbol was identified with airline travellers around the world as the most instantly recognisable logo.
Slagging Geoff Dixon or talking about Qantas profits/no share bonus/the Star-Track Express purchase etc is pitiful.
Those small minded individuals making accusations havent even thought of the potential profits it could reap.
The main reason QF has managed to keep its head above water so well compared to alot of its counterparts of late is because of good leadership and shrewd business tactics.
Ordering B737-800's and B747-400 ER's with outstanding conditions on options whilst other airlines were cancelling orders was a very gutsy move,especially just after 9/11.
Purchasing extra slots into the busiest airport in Europe will put the airline in a good position for years to come.
Sir Richard Branson and SQ must be cheesed off they were outbidded for these precious slots.
Whinge about Jet-Star or whatever but the likes of Richard Branson and his co-horts laid the foundation many years ago directly for lower wages and conditions.
If an airline cant remain competitive then it will die.
Geez guys.......heard of Ansett Airlines/Sabena/Braniff just to mention a few???
Now what would you guys do if you were in Geoff Dixons shoes to remain not only competitive but grow the business as well?
Any recommendations would be appreciated by those 34,000 QF employees.
The establishment of a lower cost airline, although displeasing to many, are just a few methods not only Qantas but many other airlines participate in to remain competitive.
The outsourcing of call centres to India was done by Telstra, but I'm sure Geoff Dixon will appreciate your suggestion.
Or perhaps some would prefer to be paid higher wages for a number of years then whinge when their airline dies because it couldnt make a quid.
An Australian airline wants to sell itself to not only Australians but to the world at large!!!
If they protray a fantastic image of Australia and attract visitors to this great country then we all benefit dont we?
All Australians benefit - not just a handful whinging about their lack of pay-rises etc.
To think otherwise is just mean spirited, ignorant and narrow-minded.
To think that international advertising isnt going to cost a bomb is naive at best.
If they pull it off in great style then bloody good on them I say!
It may surprise you to know that the Qantas symbol was identified with airline travellers around the world as the most instantly recognisable logo.
Slagging Geoff Dixon or talking about Qantas profits/no share bonus/the Star-Track Express purchase etc is pitiful.
Those small minded individuals making accusations havent even thought of the potential profits it could reap.
The main reason QF has managed to keep its head above water so well compared to alot of its counterparts of late is because of good leadership and shrewd business tactics.
Ordering B737-800's and B747-400 ER's with outstanding conditions on options whilst other airlines were cancelling orders was a very gutsy move,especially just after 9/11.
Purchasing extra slots into the busiest airport in Europe will put the airline in a good position for years to come.
Sir Richard Branson and SQ must be cheesed off they were outbidded for these precious slots.
Whinge about Jet-Star or whatever but the likes of Richard Branson and his co-horts laid the foundation many years ago directly for lower wages and conditions.
If an airline cant remain competitive then it will die.
Geez guys.......heard of Ansett Airlines/Sabena/Braniff just to mention a few???
Now what would you guys do if you were in Geoff Dixons shoes to remain not only competitive but grow the business as well?
Any recommendations would be appreciated by those 34,000 QF employees.
The establishment of a lower cost airline, although displeasing to many, are just a few methods not only Qantas but many other airlines participate in to remain competitive.
The outsourcing of call centres to India was done by Telstra, but I'm sure Geoff Dixon will appreciate your suggestion.
Or perhaps some would prefer to be paid higher wages for a number of years then whinge when their airline dies because it couldnt make a quid.
Last edited by TIMMEEEE; 2nd Feb 2004 at 06:44.
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Been travelling the globe for the previous 4 months with the wife.
Without a doubt seeing a Qantas commercial on television in Los Angeles made me homesick.
The adverts are short, professionally made and a cut above the rest of the standard crappy ads in the USA.
Standard US commercials are for mainly pain relief medication, junk-food, law firms, drugs (of unknown use..."Just ask your doctor about stanazinole"?), coca-cola/pepsi and incontinence pads (Dont make old people jokes...you will be old too one day I hope).
Seeing the Qantas add was like a breath of fresh air in a sewer.
To make money you have to spend it and in this case I would have to say they have it right.
If a ball-tearing add campaign is said to be even better than the former then it must great then.
In countries like the USA if the populous dont see a commodity marketed they are indeed sceptical.Thats just how they think.
Never begrudge spending money on effective advertising, especially if it puts the bums on the seats that pay the wages for your lifestyle.
Without a doubt seeing a Qantas commercial on television in Los Angeles made me homesick.
The adverts are short, professionally made and a cut above the rest of the standard crappy ads in the USA.
Standard US commercials are for mainly pain relief medication, junk-food, law firms, drugs (of unknown use..."Just ask your doctor about stanazinole"?), coca-cola/pepsi and incontinence pads (Dont make old people jokes...you will be old too one day I hope).
Seeing the Qantas add was like a breath of fresh air in a sewer.
To make money you have to spend it and in this case I would have to say they have it right.
If a ball-tearing add campaign is said to be even better than the former then it must great then.
In countries like the USA if the populous dont see a commodity marketed they are indeed sceptical.Thats just how they think.
Never begrudge spending money on effective advertising, especially if it puts the bums on the seats that pay the wages for your lifestyle.
TIMMEEE
Here, here.
Too many people on this site think they are pilots - now it seems they also think they are Executives.
And so many wonder/complain why they don't get past the QF(Cathay? Dragonair?) tests. Reading some of these threads it is blatantly clear why.......
M.
Here, here.
Too many people on this site think they are pilots - now it seems they also think they are Executives.
And so many wonder/complain why they don't get past the QF(Cathay? Dragonair?) tests. Reading some of these threads it is blatantly clear why.......
M.
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SYDGIRL
Yes currawong I'll bet the outsourced Indian staff will not feature. I also doubt the NZ and BKK based and hired FAs will get a mention.
This is a Rumour network, as such, I take alot of stuff here as a grain of salt or personal opinions, Are the BKK and NZ crews just based abroad on basicly QF conditions, or are they a case of being treated under local labour laws, well particular BKK.
Do you have any evidence of this rediculous "statment" that QF call centers are in India, Surley that is just a joke by some pissed off staff or somthing?
atlas
Yes currawong I'll bet the outsourced Indian staff will not feature. I also doubt the NZ and BKK based and hired FAs will get a mention.
This is a Rumour network, as such, I take alot of stuff here as a grain of salt or personal opinions, Are the BKK and NZ crews just based abroad on basicly QF conditions, or are they a case of being treated under local labour laws, well particular BKK.
Do you have any evidence of this rediculous "statment" that QF call centers are in India, Surley that is just a joke by some pissed off staff or somthing?
atlas
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Hi the road atlas,
The BKK and AKL based QF crews are outsourced through a labour hire company. They are hired on a full time basis however receive substantially inferior conditions and pay compared to those based in AU. Particularly those based in BKK.
There is no opportunity for promotion in those bases as there are no CSM positions, all CSMs are AU based.
They do not receive the same level of staff travel either, though they do receive one (possibly two) trips per year at a discounted rate.
As for call centres in India, I have no idea as to the authenticity of that, it was suggested earlier in the thread.
Hope that helps!
SG
The BKK and AKL based QF crews are outsourced through a labour hire company. They are hired on a full time basis however receive substantially inferior conditions and pay compared to those based in AU. Particularly those based in BKK.
There is no opportunity for promotion in those bases as there are no CSM positions, all CSMs are AU based.
They do not receive the same level of staff travel either, though they do receive one (possibly two) trips per year at a discounted rate.
As for call centres in India, I have no idea as to the authenticity of that, it was suggested earlier in the thread.
Hope that helps!
SG