Qantas Unveils its First North American Brand Campaign

Qantas has unveiled its first North American brand campaign entitled 'Australia in the Sky', as demand in the American market surges.

Qantas is moving to capture the surging travel demand between the United States and Australia,. The Aussie flag carrier has unveiled its first brand campaign in the North American market in ten years.

The campaign, aptly titled ‘Australia in the Sky’, marks a significant milestone for the airline. The campaign comes as the national carrier celebrates 70 years of connecting the two continents.

‘Australia in the Sky’ Collaboration

At the heart of this ambitious campaign are two of Australia’s most renowned creative talents. Academy Award-nominated writer, producer, and director Baz Luhrmann, and four-time Academy Award-winning costume and production designer Catherine Martin.

Their involvement as creative consultants and ambassadors brings a touch of Hollywood glamour to the quintessentially Australian brand.

The campaign features an all-star cast of Australian talent, seamlessly blending Qantas crew members with celebrities. Among the familiar faces are rising actor Charlee Fraser and internationally recognized model Jess Hart. The talent selection embodies the diverse and dynamic spirit of modern Australia.

Focus on North American Market

This brand refresh comes at a pivotal time for Qantas. Coinciding with 70 years of operations, the airline is continuing to invest heavily in its North American routes.

Project Sunrise will revolutionize long-haul travel by introducing non-stop flights between Sydney and New York. Qantas launches this in 2026, pushing the boundaries of what’s possible in commercial aviation.

In a move to meet growing demand, Qantas recently announced an increase in capacity to the US. A new direct route from Melbourne to Honolulu will launch in May 2025, offering travelers more options for their trans-Pacific journeys.

Notably, Qantas maintains its unique position as the only carrier operating A380 services with a full range of cabin classes – First, Business, Premium Economy, and Economy – between Australia and the United States.

The Australian Experience

Petra Perry, Qantas Group Chief Marketing Officer, emphasized the campaign’s core message. “We want our customers to feel like they’ve started their holiday in Australia from the moment they step onboard a Qantas aircraft.”

“Be it through our warm, friendly crew or the premium Australian wine and produce we serve, we’re bringing a piece of Australia to the skies.”

Baz Luhrmann shared his personal connection to the airline. “Like all Australians, I feel a great deal of pride in Qantas. The moment you step on the flight, you’re embraced by the unique spirit that brings a little of Aussie magic to every journey. When you’re on Qantas, you’re not waiting to get to Australia, you’re already there.”

A cinematic journey across Australia

The campaign itself is a visual feast, filmed at Qantas’ Los Angeles hangar onboard an A380 aircraft. It doesn’t stop there, however.

Viewers are treated to breathtaking scenes from across Australia, including Sydney’s world-famous Bondi Beach, a sweeping flyover of Sydney Harbour, Melbourne’s vibrant Federation Square, and the natural wonder of the Great Barrier Reef.

Adding his star power to the mix, Australian actor Chris Hemsworth lends his voice to the campaign. “As an Australian, I’ve spent a lot of time traveling on long-haul flights. I find such comfort stepping on a Qantas plane because it immediately feels like coming home.”

The soundtrack to this visual journey is provided by acclaimed Australian duo Angus and Julia Stone, their music perfectly capturing the laid-back yet sophisticated vibe that Australia is known for.

In a nod to the country’s thriving fashion industry, the campaign also showcases a wardrobe featuring prominent Australian designers.

Summary

Qantas currently offers an impressive array of options for travelers, with more than 40 flights per week connecting Australia and North America. Destinations include major hubs like New York, Los Angeles, San Francisco, Dallas Fort Worth, Honolulu, and Vancouver.

In response to growing demand, particularly over the holiday period, Qantas is set to increase its Sydney – Auckland – New York service from four to six flights per week starting October 27. This expansion reflects the airline’s focus to providing more flexible options for travelers on both sides of the Pacific.