2017

CAMPAIGN STRATEGY

Laura Castro 18311020 Thom Norris-Smith 17246125 Sofia Fuller-Smith 17792279

WESTERN SYDNEY UNIVERSITY |

SCHOOL OF: Humanities and Communication Arts GROUP ASSIGNMENT COVER SHEET

STUDENT DETAILS Student ID Student name: Laura Castro number: 18311020 Student ID Student name: Thom Norris-Smith number: 17246125 Student ID Student name: Sofia Fuller-Smith number: 17792279

UNIT AND TUTORIAL DETAILS

Unit name: Communication Campaigns Unit number: 102055 Tutorial/Lecture: Class day and time: Tuesday 9am Lecturer or Tutor name: John Greig

ASSIGNMENT DETAILS

Title: Campaign Strategy Length: 27 pages Due date: 06/10/17 Date submitted: 06/10/17 Home campus (where you are enrolled): Parramatta South Campus

DECLARATION

I hold a copy of this assignment if the original is lost or damaged.

I hereby certify that no part of this assignment or product has been copied from any other student’s

work or from any other source except where due acknowledgement is made in the assignment. I hereby certify that no part of this assignment or product has been submitted by me in another (previous or current) assessment, except where appropriately referenced, and with prior permission from the Lecturer / Tutor / Unit Coordinator for this unit. No part of the assignment/product has been written/produced for me by any other person except where

collaboration has been authorised by the Lecturer / Tutor /Unit Coordinator concerned. I am aware that this work will be reproduced and submitted to plagiarism detection software programs for the purpose of detecting possible plagiarism (which may retain a copy on its database for future plagiarism checking). Student’s signature: L.Castro Student’s signature: T.Norris-Smith Student’s signature: S. Fuller-Smith

Campaign Strategy: Brief 1 Contents

CREATIVE BRIEF ...... 3 RESEARCH ...... 4 How Can a Brand Be Perceived as More Progressive and Innovative? ...... 4 People Love Technology ...... 4 Target Market Research ...... 5 Sample Survey ...... 6 COMPETITOR ANALYSIS ...... 7 ...... 7 Singapore Limited ...... 8 ...... 9 Limited ...... 9 SWOT ANALYSIS ...... 10 ADVERTISING OBJECTIVE ...... 11 STRATEGY...... 11 SMP ...... 11 TACTICAL EXECUTIONS ...... 12 Partnerships (Microsoft HoloLens/Mixed Reality Initiatives) ...... 12 Media Outreach ...... 13 Ooh! Panels ...... 14 Television Advertisement ...... 15 Art Innovation ...... 15 Endorsement (Brand Influencers) ...... 16 BUDGET ...... 17 Online Advertising ...... 17 Television ...... 17 Owned Media ...... 18 Outdoor Media ...... 18 Final Budget ...... 20 Cost Breakdown ...... 21 Expenditure Chart ...... 21 EVALUATION ...... 22 APPENDIX ...... 23 Appendix 1- Microsoft HoloLens ...... 23 REFERENCES ...... 24

Campaign Strategy: Qantas Brief 2 CREATIVE BRIEF

What is the problem we are trying to solve? The Qantas brand personality is traditionally challenging to impact, and is not seen as innovative and progressive (and therefore old-fashioned).

Who are you talking to? All Australian medium to high income earners aged between 21-65 that are interested in air travel.

What do you want to say to them (SMP)? Qantas are pioneers in innovation and progressiveness, matching the best in the world. | We pioneer Australian spirit with technology of the future.

What media will you use? Outdoor Media, Owned Media, Television and Online.

Why do you want to say this now? Boeing 787-9 Dreamliner joins the Qantas International Fleet from 2017.

How will we know if the ad has been successful? An electronic survey will be sent out in order to see if people's perceptions of the airline have changed and sales would have increased by 10% on long haul flights.

Campaign Strategy: Qantas Brief 3 RESEARCH

The international airlines contend in an incredibly complex and competitive market. Some companies hold significant advantages over others, but all in all, the market is a delicate environment where each company holds their own unique place. Qantas boasts a massive 28% passenger share for Australians, and operates with a specific angle toward corporates, upper-middle and middle-class markets. This allows Qantas to ensure that their targeted messages are delivered in a clear and concise fashion, and that less advertising dollars are spent in the wrong places.

How Can a Brand Be Perceived as More Progressive and Innovative?

For the company to make a move toward being more progressive, it is worth investigating which approaches have a positive effect on brand image. Fritchley (2015) argues that in reality it boils down to ‘employees, culture, processes, efficiencies, best practices’. This approach distances itself from visual cues such as branding, and aligns closer to the actual experience that people have with the product or brand in question. In the case of Qantas, there is strong opportunity for an increased level of perceived innovation due to the state of the art aircraft that is being offered in the form of the Dreamliner, for example; the fact that it will be the first direct flight in history between mainland Europe and Australia. Qantas was slow in rolling out internet access in comparison to the major overseas airliner operators (Roy Morgan, 2017). This meant that Qantas’ reputation struggled in comparison to other carriers, as having WiFi on board was regarded as innovative and increasingly necessary for full-service airline travellers.

People Love Technology

Technology and innovation go hand in hand, and it is imperative that brands embrace new technology quickly to ensure that they are not left behind, or regarded as old- fashioned. For example, when Qantas were slow to adopt Wi-Fi, other carriers capitalised and Qantas’ reputation was damaged. This highlights the importance of the continual evolution of a brand or service tech offering. It is now an expectation for a

Campaign Strategy: Qantas Brief 4 brand to offer the very best when it comes to technology due to the abundance of high quality services in the market. Roy Morgan (2017) data shows that 87% of Qantas passengers own a smartphone, which is above the national average. This indicates that Qantas fliers are tech-savvy and forward thinking, and it is reinforced by the high numbers of Qantas flyers that own tablet computers and frequently use streaming services. This indicates that Qantas flyers are open to new technology and services, and are a progressive audience that embrace the future and new benefits that come with it.

Target Market Research

From our primary research, it's possible to extract some valuable information on how people perceive Qantas, and what people regard as important when considering international air travel. Our results indicate that technology has a large impact on airline opinion and it is a general expectation for high profile carriers to have the latest technological offering available. The results also show that the target market now takes environmental factors into consideration when it comes to formulating an opinion of an airline. The majority of the survey sample regarded having the latest technology as a sign of innovation and forward thinking. Virtual Reality (VR) and Augmented Reality (AR) were also thought of as innovative technologies that they would typically not associate with an old-fashioned brand. General analysis of the results shows that there is a window of opportunity in the form of technology. Innovation and technology go hand in hand, so Qantas can cement its reputation as forward-thinking through the championing of their new offering.

Business Insider (2017) highlights the fact that it is an expectation of consumers that there will be continual improvements on the services they are purchasing. As recently seen in the UK with Monarch Airways, there is an evolve or die reality for Airline companies. If they do not have the same technological offering as other major competitors they will suffer, as it is one of the main expectations consumers have. We believe an opportunity lies within not just meeting expectations, but exceeding them. The research shows that championing the Dreamliner as a beacon of innovation and forward-thinking, through the use of technologically advanced and exciting tactics, will go a long way in shaping the perception of Qantas’ brand image.

Campaign Strategy: Qantas Brief 5 Sample Survey

Campaign Strategy: Qantas Brief 6 COMPETITOR ANALYSIS

Looking at the market leaders in the industry we can see that there is huge competition for Qantas, specifically with premium airlines that are also beginning to introduce their own fleet of Dreamliner’s to the market. Qantas have chosen to differentiate themselves from these competing airlines by focusing this advertising campaign on changing people's perceptions of them, towards an innovative and progressive company. The reason we have chosen the following airlines as major competitors for Qantas is because of their similarity to Qantas, as well as the current perceptions held by people of these high quality and progressive airlines. In order to create an effective advertising campaign, we have studied these competitors and noted the effective elements of their companies and current advertising strategies, so that we can adapt ours to understand our audience and market it better than they have.

Based on the rankings of the world's best airlines of 2017, provided by Skytrax we have narrowed down Qantas’ direct competitors to the four within the closest proximity to Qantas on the list, some of which have existing long haul flights already in place. “The Skytrax rankings are based on the impressions of 19.87 million travellers from 105 different countries. The survey, which covered more than 325 airlines, measured 49 parameters ranging from boarding procedures to seat comfort to the quality of service” (Business Insider, 2017). Qantas placed 15th, winning the award for ‘World’s Best Premium Economy Class and Best Premium Economy Class Airline Seat’; while still a great achievement, they dropped from 9th place last year.

Qatar Airways

Qatar was named the world's best airline in 2017 by the leading consumer-aviation website Skytrax. With ratings between four and five stars in every area of the airline and daily flights leaving to multiple locations all over the world from every major Australian city, it is evident that they are the biggest competitors. The airline's biggest strengths appear to be their seat comfort and in-flight entertainment; a major highlight for customers. As well as its history of awards and recognition for great service, including taking out the awards for both ‘World’s Best Business Class, and Best First-

Campaign Strategy: Qantas Brief 7 Class Airline Lounge’ this year. Qatar is also currently expanding its fleet, adding the latest generation of long-haul airliners including the Boeing 787 Dreamliner and Airbus A350. One of their weaknesses includes their aircraft not containing a premium economy section; an affordable in between for many customers. They also have no intention of changing this; Qatar Airways CEO Akbar Al Baker commented with “We won’t roll-out premium economy… I don’t think there is any room for premium economy in our region, and of course in Qatar Airways” (Forbes, 2015). The Qatar advertising strategy focuses heavily in excellence and progression, using language such as ‘ahead of the curve’ and ‘welcome to the future of flying’, this is the same kind of approach Qantas will need to take in order to change the current perceptions of the airline.

Singapore Airlines Limited

Singapore was ranked as the second-best airline in the world this year, due to its standout service, not only in business and first class but also in economy; providing perks such as hot towels served before take-off and great personal in-flight entertainment systems. The airline attendants are famously trained to treat customers with extreme care and respect, providing a quality 5-star service. took out awards for the ‘Best Airline in Asia, Best Business Class Airline Seat, and Best Premium Economy Catering’ this year, making it another clear competitor. One major strength Singapore Air has is it’s 5-star business class long haul flights and it’s previously mentioned awards. A weakness of the airline is their lack of arrival lounge facilities and staff services, this is an area where Qantas can clearly outperform with their Qantas lounge and other arrival and departure services. The advertising approach Singapore Airlines has taken is that of the ‘Singapore girl’, a very cultural approach. They have continually chosen to advertise the country and it’s culture with little reference to the airline services itself, other than the slogans such as ‘all around the world, you’re a great way to fly’. This is the approach that Qantas is known for and possibly why it has fallen short when wanting to be known for it’s innovation and progressive nature.

Campaign Strategy: Qantas Brief 8 Emirates

Emirates ranked fourth in the list of 2017’s best airlines and it’s not hard to see why. As one of the world’s premier long-haul carriers, Dubai’s Emirates has the world’s largest fleet of Airbus A380 superjumbos and Boeing 777 wide-body jets. The airline’s strengths include its state of the art in flight entertainment, for which it has won the Skytrax ‘Best In-Flight Entertainment’ award for 13 years in a row. The system has a large selection of music and video options as well as the ability to stream live television and sporting events. A major weakness the airline has is that it operates almost exclusively through its palatial hub at Dubai International , making direct flights from Australia impossible to come across. It also has a four star airline rating; the same as Qantas. The airline also seems to struggle getting more that three and a half stars when it comes to in flight customer service in all sections of the aircraft and on long and short distance flights. Emirates has taken an advertising approach somewhat in between the two from the above airlines; they have some advertising focussed solely on Dubai, and some focussed solely on the airlines features and great food and luxury service, but there is a common theme of ‘tomorrow’ in almost all the ads.

Virgin Australia Limited

Beating out Qantas this year by ranking 13th, Virgin has stepped up to become a big Australian competitor. This year the airline won the award for ‘Best Airline in Australia/Pacific and Best Airline Staff in Australia/Pacific’. The airline's fleet of long- haul Boeing 777 and Airbus A330 jets contain interior mood lighting and state of the art touchscreen entertainment systems. Its strengths include the awards it has been handed as well as the jump it has made from 18th place last year. Its weaknesses include their three-and-a-half-star rating for long haul economy flights, in comparison to the four stars that Qantas has and its low star rating for transfer service and assistance and lack of onboard WIFI and internet connectivity; which is now becoming a defining factor for airline choice, especially within the business class clientele. Their advertising strategy seems to focus on more of a comedic approach as well as placing itself as a forward thinking and ‘not ordinary’ airline. Multiple ads have used taglines such as ‘no ordinary sale, no ordinary airline’ and ‘flying in the face of ordinary’. Their campaigns

Campaign Strategy: Qantas Brief 9 focus heavily on the air hostesses and the colour red; making themselves clearly stand out.

SWOT ANALYSIS

STRENGTHS WEAKNESSES • Globally recognised brand and logo • High costs • Consistently ranked as the world’s safest airline • Low employee • Concrete position in highly competitive engagement international routes • Industrial • Largest Australian based airline loyalty program relations dispute • Cohesive and focused training for all staff record - damaged • Multi-brand airline brand image (Jetstar/Qantas/Qantaslink/Australia Asia • Network and Airlines) scheduling issues • Global aviation partnership with Emirates/ Alliance • Prime airport locations and facilities • Aboriginal and Torres Strait Islander program - focused on increasing employment opportunities for Aboriginal and Torres Strait Islander people • Strong support for marriage equality and LGBTIQ issues - official partner of Sydney Mardi Gras • Qantas flies to 20 domestic destinations and 21 international destinations

OPPORTUNITIES THREATS • Long-haul flights - Boeing 787 - 9 Dreamliner • Traveller • Strong Australian currency ($) preferences changing especially

Campaign Strategy: Qantas Brief 10 business travellers • Growing competition especially in the Middle East

ADVERTISING OBJECTIVE

Introduce the Dreamliner and capitalise on the excitement and inspiration of the Qantas aircraft development and delivery, in turn, help shape Qantas’ brand perception as innovative and forward-thinking.

STRATEGY From our research it is clear to see that technology plays a large role in shaping our target audience’s perception on how innovative, reputable and reliable an airline carrier is. For carriers, the latest technology is regarded as a necessity, so we believe that we should not only fulfil expectations but ensure we exceed them. Championing the Dreamliner is the core of this concept, and it will be augmented by tactics using new and innovative technologies that are at the peak of the modern advancement. Our tactics will showcase the new offering in a range of ways and align the overall theme of top technology with the intended brand perception.

SMP

Qantas are pioneers in the airline innovation and progressiveness, and they emulate the best in the world. | We pioneer Australian spirit with technology of the future.

Campaign Strategy: Qantas Brief 11 TACTICAL EXECUTIONS

Modern technology offers Qantas customers the digital experience they are seeking and expecting. By implementing cutting-edge technology, Qantas have the potential to become expert retailers and greatly improve customer satisfaction and experience.

Partnerships (Microsoft HoloLens/Mixed Reality Initiatives)

In order to appeal to our target audience, we have selected a key partner we believe will be of value to Qantas and therefore improve consumer behaviour and brand perception.

This partnership is with Microsoft and their cutting-edge augmented reality device HoloLens, “the first self-contained, holographic computer enabling you to engage with your digital content and interact with holograms in the world around you”. HoloLens has gained popularity around the world for being one of the first computers running the Windows Mixed Reality platform under the Windows 10 operating system. HoloLens features an inertial measurement unit (IMU), four “environment understanding” sensors, an energy-efficient camera, a 2.4-megapixel camera and an ambient light sensor. (Appendix. 1) HoloLens serves the target consumers with its revolutionary, modern appeal and addresses the key business problem of the Qantas brand personality, with Qantas being perceived as ‘old-fashioned’. We will work with Microsoft developer to create a free augmented reality application to enable people to experience the sights and sounds of the United Kingdom or Los Angeles at home using their Android, iOS or Windows smartphone. It would be a fun- yet-informative app, allowing consumers to transform their home or surroundings to other culturally-themed environments. For example, when using the app and pointing their phone at their home, it would transform to give it the appearance of an old- fashioned English home, or pointing it at a taxi would transform it into a classic black London cab. The app would feature thorough Qantas and Microsoft branding, thus giving Microsoft a return on their investment, and ensuring both brands are prominently displayed and associated with the experience. There would also be a ‘Share’ functionality, encouraging users to share their fun newly-transformed world to social

Campaign Strategy: Qantas Brief 12 media platforms, further spreading the Qantas branding, and allowing other consumers to witness the initiative, not just those who have downloaded the app.

Actual HoloLens demonstration units would be set up in all Dreamliner 787-9 departure lounges, manned by Microsoft representatives at a cost owned by them. This would be hugely beneficial, as a key frustration of travel, especially when travelling internationally, is the long waiting periods at , especially if there are delays of any kind. To alleviate this, consumers could spend time with actual HoloLens units, in order to surprise and delight them, and allowing Qantas to engage with their passengers in all new ways which other airlines currently do not. The HoloLens units would offer incredible, immersive and most importantly interactive experiences, far beyond those capable of the smartphone app. Users could look out the large terminal windows to see a transformed environment, perhaps akin to looking out a high-rise window in London overseeing the city. The luggage transporters could be transformed into double decker buses. With the adoption of augmented and virtual realities on the rise, and the applications of these technologies getting bolder and more innovative all the time, such adoption by Qantas would ensure a positive shifting perception from consumers.

Media Outreach

As with any new initiatives or products, the best way to evaluate them is by experiencing them first-hand. As such, we would propose operating the maiden Dreamliner 787-9 flight on the Perth to London path with a host of top-tier media on board, flying in first-class. Inviting key national travel and lifestyle journalists from the likes of News Corp (News.com.au, The Daily Telegraph, The Herald Sun etc.), Fairfax (Sydney Morning Herald, The Age etc.), Channel 7, 9, 10 and other key outlets. This would allow the media to witness the innovative initiatives being employed by Qantas and their key partner Microsoft, and all the firsts that they are bringing to the world of travel – thus bringing the aging industry into an exciting modern era. Their stories would convey this to millions of readers and viewers around the country, hitting a large cross-section of Qantas’ most commonly recurring passengers. In addition, writers for hugely popular younger news outlets such as Pedestrian, BuzzFeed and

Campaign Strategy: Qantas Brief 13 Mashable would also be invited, in order to position Qantas at the forefront of an all- new generation of travellers. The media guests would experience all the pillars of Qantas’ new plans, trialling the smartphone app in the days leading up to the flight, the HoloLens demonstration at the terminal, and then the immersive virtual reality experience during the flight itself, as they take the first ever direct flight from Australia to England.

Along the way, they will also get served the full range of luxurious menu items from highly-esteemed Australian chef Neil Perry and Rockpool’s decadent new menu, allowing them to sample the all-new customer experience. After putting media up for several days in a hotel in London, we would have several key English media representatives also join them for the return leg, so that they can let English travellers know of this all-new flight path, given that Qantas is a well-known and respected carrier globally. They would experience all the same moments as the Australian media would. In addition to this media preview element, we would run several far-reaching campaigns across social media, focusing on Facebook, and Instagram. Utilising Qantas and Microsoft’s extensive social followings, we would allow several fans to become ‘travel bloggers’, as we allow them to join the media contingent and be among the very first Australian consumers to experience the ground-breaking new planes and technologies on offer. The entry mechanic to be among the lucky few, would be to sample the all-new smartphone AR app, and share an image from it to one of the aforementioned social media platforms along with the hashtag #airdreaming in the running. This encourages further use of the app, and raises even more awareness of all the new initiatives. All media aboard the maiden flight would also receive complimentary wi-fi for the duration of the trip – thus pushing Qantas’ newly built wi-fi networks aboard their selected aircraft.

Ooh! Panels

We will roll out oOh! panels throughout Westfield shopping centres around the country, featuring an interactive globe which people can rotate and click on one of ten sample UK locations that users can touch, to experience a short version of what the mixed

Campaign Strategy: Qantas Brief 14 reality experience represents. For example, someone rotates the globe, hits the location ‘Brighton’ and the screen zooms in, showing 5 key tourist areas that users can gain more key info, short videos, etc. If they continuing browsing, they will be granted a unique code (or scannable QR code) that can be used to get 10% discount on activities booked in a specific location, through the Qantas.com.au website.

Television Advertisement

We will also roll out a 30 second television commercial that will be played on major networks (Channel 10, 7, 9) throughout the campaign, reinforcing the innovative and progressive nature of Qantas and the state of the art Dreamliner aircrafts. These advertisements will feature awe-inspiring sweeping shots of Perth, specifically the beaches, with the Dreamliner flying over in the background. This will encapsulate Australia and its iconic characteristics. This footage will be then contrasted with the cosmopolitan nature of London, to showcase the intended flight path for the Dreamliner.

Art Innovation

Another tactic utilising the technological theme of the strategy is the leveraging of the plane livery designs to drive interest and excitement surrounding the launch of the Dreamliner. A unique design on each of the new Boeing planes will improve engagement with the new product which will lead to an increase in recall and purchase consideration. Six Dreamliner tail liveries will be designed by modern and forward- thinking Australian artists to champion the ideal brand perception of modernity and innovation. We suggest Balarinji, Ben Quilty, Isadora Vaughan and Nick Thomm, as they fit the bill when it comes to their work correlating with the brand message. The last two plane tail liveries will be decided via a competition for the general public using the software that Boeing previously used to promote their 747-8 (https://designyourown.newairplane.com), and the existing campaign hashtag (#airdreaming).

Campaign Strategy: Qantas Brief 15

Endorsement (Brand Influencers)

In order to increase brand awareness and boost consumer excitement around Qantas and the newly introduced Boeing 787-9 Dreamliner jets, we will introduce two new key influencers to boost reach across social platforms, specifically Instagram. According to Nielsen Global Trust in Advertising Survey (2015) two-thirds of people trust the opinions of others posted online. The role of influencers provides Qantas customers with highly engaged, inspirational and relevant content, as well as increasing advocacy of Qantas through their own channels. By adopting the hashtag #airdreaming. We will look to involve Kayla Itsines and Tim Cahill (or equivalent), who boast a massive following on Instagram (7.7m) to help propel the hashtag with their substantial social following and represent Qantas and their recognised brand personality (Australian spirit). In collaboration with Qantas’ current Digital Consultant, Nicole Warne, both Itsines and Cahill will publish sponsored content in the form of photo and video. We will use these influencers to predominantly target the younger demographic (21-35) of our overall target audience.

Campaign Strategy: Qantas Brief 16 BUDGET

The proposed advertising campaign will be comprised of multiple forms of advertising that we have decided based on what best suited the Qantas target market. We will be using online advertising, television commercials, owned media and outdoor media. The budget will be split into two sections; production costs will comprise of $600,000 and the remaining $1.4 million will be used on media, making up the total $2 million.

Online Advertising

Statistics show that our target audience engages in multiple forms of online media, specifically online media platforms and listening to music. YouTube is a major player in the online media sharing world, with almost two billion videos streamed a day it is clear that it would make a great asset when looking at advertising. The 30 second tv commercial will be cut down to a short 15 second clip and advertised towards people in the 21-65 age group watching videos about travel and airlines. With a cost of $0.20 per view and an estimated 500 views a week, it would cost $100 p/w. These YouTube ads will run for the whole year of the campaign, coming to $5,200. We will also share the 15 second YouTube ad through facebook and any other social media platforms to encourage sharing. This will be a sponsored advertisement with the cost per click payment method; with an estimated 500 clicks per month at approximately $0.80 per click, that becomes $400 per month. This will also run for the full length of the campaign.

Television

Watching television continues to be the most accessed advertising platform by all generations. The media consumer survey report states that “live programming remains the most used method for consuming TV content – accounting for 42% of all respondents’ total viewing time, down just slightly since last year (44% in 2015) and similar to the proportion of live programming viewing in the US (44%). The popularity of streamed programming in Australia is growing and now accounts for 22% of our total viewing time (up from 18% in 2015)” (Deloitte, 2016). For this reason we have

Campaign Strategy: Qantas Brief 17 decided to use this platform to show a 30 second ad during the 6pm-10pm slot at night, where most people would be home from work and watching tv; the highest primetime spot. During this time slot each commercial spot is estimated to be between $400 and $1000, depending on the day and the tv show that is currently on. We intend on showing the ad twice a day during peak times, making it about $1500 per day. These commercials will run Monday - Friday and once on Saturday and Sunday, per week that becomes $9500 p/w. The commercial will run all year long as part of the advertising campaign and will cost an approximate $456,000 for the year.

Production costs for the television commercial will be set at $20,000. This will cover the costs of a copywriter, graphic artist, voice over artist, audio engineer, crew and equipment, shooting the commercial, models/actors, permits and other necessary documentation, and the editor.

Owned Media

Multiple owned media channels will be taken advantage of during the campaign in order to get maximum exposure within the existing market. The benefit of owned media is that it is free and available in all the existing locations that the airlines likely clientele will frequent; this includes in terminals, both domestic and international and on the qantas.com homepage and iPhone app and on board on the In-Flight TV. Other owned channels that will be used include the Qantas Enewsletter, the Qantas lounges and on boarding passes. All of these advertising avenues will be used throughout the entirety of the campaign, as well as in the future, after it has finished.

Outdoor Media

The aircraft art competition will require both some production costs for the development of the competition web page and sharing, as well as the costs of painting the actual aircraft. With 8 aircrafts to paint, costing an estimated $50,000 to paint each tail one, a total of $400,000 will be budgeted towards this. The production costs will come to a total of $5,000, which should cover all sections of the website development and graphic design.

Campaign Strategy: Qantas Brief 18

We will have billboards in all major cities advertising the long haul flights for the new dreamliners. We will need to pay for the production costs of the billboards graphic designer; an estimated $5000 for 4 billboard designs. These billboards will be displayed around airports and central business districts.

We will have one billboards up every day in Sydney, Melbourne, Perth and Brisbane for 5 months between November 2017 and March 2018, shortly after the release of the dreamliners to the fleet. The billboards will be 12.66m x 3.35m and cost approximately $21,000 each; this includes the market rate, installation costs and print production costs. This will be a one-off cost as the billboards will remain in the same place and the installation costs and print production costs will not be needed again. The billboard cost is $84,000 for first month and $320,000 for the remaining four months; coming to a total of $404,000.

In Westfield shopping centres we will be putting in oOh! Panels; there will be $30,000 allocated to this in the budget and will consist of a one-off payment for the full 12- month period. This will be organised through the Westfield corporation and a number of panels will be settled on based on our funds for this portion of advertising.

Campaign Strategy: Qantas Brief 19 Final Budget

Campaign Strategy: Qantas Brief 20

Cost Breakdown

Month Amount Spent October -$153,500.00 November -$132,500.00 December -$118,500.00 January -$118,500.00 February -$118,500.00 March -$118,500.00 April -$438,500.00 May -$38,400.00 June -$38,500.00 July -$38,500.00 August -$38,500.00 September -$38,500.00 Sum -$1,390,900.00

Expenditure Chart

Chart Title

$0.00 ($50,000.00) ($100,000.00) ($150,000.00) ($200,000.00) ($250,000.00) ($300,000.00) ($350,000.00) ($400,000.00) ($450,000.00) ($500,000.00)

Campaign Strategy: Qantas Brief 21 EVALUATION

Evaluating the success of the campaign is a fundamental step of the overall process. The key performance indicators for this campaign will be increases in brand affinity and purchase consideration. Toward the end of the campaign period, two separate Google surveys will be sent to our target audience, asking if they were aware of the launch of the new Dreamliner, and another asking which airliner they associate the most with innovation, technology and forward-thinking. We will also measure the engagement on the Qantas page against the travel industry benchmark, and the dwell time on the home website and Dreamliner pages against their relevant benchmarks.

Campaign Strategy: Qantas Brief 22 APPENDIX

Appendix 1- Microsoft HoloLens

Campaign Strategy: Qantas Brief 23 REFERENCES

Alleger, J. (2012, August 7). How Much Do Ads on YouTube Cost? Retrieved from http://www.pennapowers.com/how-much-do-ads-on-youtube-cost/ The AVSIM Community. (2013). How much do airlines pay to have jets painted? Retrieved September 23, 2017, from https://www.avsim.com/forums/topic/424298-how-much-do-airlines-pay-to- have-jets-painted/ Baker, R. (2017, February 23). Qantas spends 70% of its marketing budget on digital. Retrieved from http://www.adnews.com.au/news/qantas-spends-70- of-its-marketing-budget-on-digital Billboards Australia. (n.d.). Billboard Pricing and advertising costs in Australia. Retrieved September 23, 2017, from http://www.billboardsmelbourne.com.au/billboard_prices.html Business Insider. (2017). Digital Innovation and the Future of Flight. Retrieve from: http://www.businessinsider.com/sc/farnborough-airshow-digital- aviation/?r=AU&IR=T Deloitte. (2016). Media Consumer Survey Report. Retrieved from http://landing.deloitte.com.au/rs/761-IBL- 328/images/Media_Consumer_Survey_Report.pdf DesignMyBillboard. (n.d.). Pricing | Billboards Design. Retrieved September 22, 2017, from http://www.designmybillboard.com/designpricing.htm Fritchley, A. (2015). What Makes Google a Great Brand?. Retrieved from: http://www.brandestablishment.com/what-makes-google-a-great-brand/ Gearin, P. (n.d.). 95 reasons why Qantas went AWOL. Retrieved from brandtales.com.au/95-reasons-why-qantas-went-awol/ Kampmark, B. (2012, May 16). Hollande and Merkel: breaking up is hard to do. Retrieved from https://theconversation.com/perth-to-london-non-stop-great- for-travellers-but-little-help-for-emissions-7029 Lokomotion. (2014, March 6). HOW MUCH DOES A TV COMMERCIAL COST? Retrieved from lokomotion.com.au/tv-commercial-costs-part- one/?gclid=Cj0KCQjwr53OBRCDARIsAL0vKrMEpQNP14_U5BBbelh84tc JSe85AUiKz6KMiGsE_UZk1A2_7DgeHMoaApj5EALw_wcB

Campaign Strategy: Qantas Brief 24 Marsan, J. (2016, September 1). How Much Does Facebook Advertising Cost? Retrieved from http://fitsmallbusiness.com/how-much-does-facebook- advertising-cost/ New Horizons. (2016). Qantas Data Book 2016. Retrieved from http://investor.qantas.com/FormBuilder/_Resource/_module/doLLG5ufYkCy EPjF1tpgyw/file/data-book/2016qantasdatabook.pdf News Corp Australia. (2014). Digital Brief Qantas. Retrieved from http://www.newscorpaustralia.com/sites/default/files/YL-Digital- Brief_Qantas.pdf Point Hacks. (2017, August 30). Guide to Qantas' Dreamliner flights to Europe and the US. Retrieved from https://www.pointhacks.com.au/qantas-787- dreamliner-guide/ Qantas. (2010, September). Qantas Fact Files. Retrieved from https://www.qantas.com.au/infodetail/about/FactFiles.pdf Qantas. (2016). Qantas Annual Review 2016. Retrieved from https://www.qantas.com/infodetail/about/corporateGovernance/2016AnnualR eview.pdf Rabinowitz, J. (2015, November 24). Qatar Airways CEO: No Room For Premium Economy On Middle Eastern Airlines. Retrieved from https://www.forbes.com/sites/jasonrabinowitz/2015/11/24/qatar-airways-ceo- no-room-for-premium-economy-on-middle-eastern-airlines/#15ea02d4b72b Roy Morgan (2017). Australian business travellers keen on sky-high Wi-F. Retrieved from: http://www.roymorgan.com/findings/7122-qantas-wifi-via-nbn-for- business-air-travellers-australia-september-2016-201702011045 Roy Morgan. (2017). Will Netflix, Spotify and Foxtel take off on Qantas? Retrieved from: http://www.roymorgan.com/findings/7165-qantas-passengers-with- netflix-spotify-and-foxtel-september-2016-201703031219 Skytrax. (2017). Qatar Airways Quality Rating. Retrieved September 21, 2017, from http://www.airlinequality.com/ratings/qatar-airways-rating/ Skytrax. (2017). Singapore Airlines 5-Star Airline Rating. Retrieved September 21, 2017, from http://www.airlinequality.com/ratings/singapore-airlines-star- rating/ Skytrax. (2017). Emirates 4-Star Airline Rating. Retrieved September 21, 2017, from http://www.airlinequality.com/ratings/emirates-star-rating/

Campaign Strategy: Qantas Brief 25 Skytrax. (2017). Virgin Australia Quality Rating. Retrieved September 22, 2017, from http://www.airlinequality.com/ratings/virgin-australia-star-rating/ Skytrax. (2017). Qantas Airways Quality Rating. Retrieved September 21, 2017, from http://www.airlinequality.com/ratings/qantas-airways-star-rating/ Zhang, B. (2017, June 21). RANKED: The 20 best airlines in the world. Retrieved from https://www.businessinsider.com.au/20-best-airlines-world-2017- skytrax-2017-6?r=US&IR=T

Campaign Strategy: Qantas Brief 26