Qantas has launched a major new brand positioning to hopefully rejuvenate a slide in its public image.
The new theme, You’re the Reason we Fly, will involve an extensive campaign which could see members of the public have their names featuring on aircraft.
The campaign was developed in partnership with local agencies Publicis Mojo and Amnesia Razorfish.
While the I Still Call Australia Home positioning will still form a strong part of the brand, the new positioning aims to concentrate on people rather than Australia as a place.
The Spirit of Australia part of the livery on Qantas aircraft will now become the Spirit of Australians.
The campaign will involve a major crowd sourcing element, including the opportunity for people to have their images featuring in a Qantas TV commercial.
The campaign has been launched with an online video, with a print advertising to run from this weekend.
Other elements will involve extensive print, digital, outdoor, radio and television executions.
The campaign will be heavily integrated into the upcoming London Olympics.
The I Still Call Australia Home positioning has been a core part of the brand for 13 years, but it has become jaded for many over recent years.