Dammit, Qantas. As if the Olympics weren’t enough of a tearjerker, Qantas had to go and pull on our heartstrings again. Its homecoming celebration for our Olympic heroes was like a masterclass in emotional marketing. It was a perfect blend of national pride, sporting achievement, and that quintessential Aussie spirit that makes us all a little bit homesick, even when we’re not away.
Earlier this week, Qantas played host to the reunion of athletes and their families (and our PM) as they touched down at Sydney Airport after recording our most successful Games to date.
From the moment that plane touched down, we were all there with them. The cheers, the tears… It’s a testament to the power of storytelling. The flying kangaroo didn’t just show us a plane full of athletes; it showed us a nation coming together to celebrate its heroes.
It’s a powerful strategy. When we associate a brand with such positive emotions, it creates a strong emotional bond. Qantas has attempted to position itself as more than just an airline; to become a symbol of Australian unity and achievement.
Already Proud
But even before the Olympics, Qantas’ and Howatson+Company’s Already Proud campaign had the more tear-prone in the Karryon offices, already tearing up.
“The only honour greater than representing your country is representing your hometown,” founder of the creative agency, Chris Howatson, shared on LinkedIn.
“As the official airline and long-term partner of the Australian Olympic and Paralympic teams, Qantas celebrates the hometown pride friends, families and communities across the country have for our athletes. No matter what happens in Paris, we’re already proud.”
Now cut to the tagline: “Before the world watched, you’d already made us proud.” Dammit, Qantas.
I Still Call Australia Home
But let’s be honest, this isn’t the first time Qantas has played the emotion card. It’s been doing it for years, with campaigns that celebrate our diverse landscape, our unique wildlife, and our laid-back lifestyle. It’s a formula that works.
I give a good portion of blame to flying roo for my wanderlust thanks to its ‘I Still Call Australia Home’ ad. That ad somehow managed to make me simultaneously miss Australia and want to leave it and explore the world at the same time. And it still gets me even now whenever I see that extended cut. Dammit, Qantas.
Fly Away
And remember the ad Qantas released to ostensibly encourage vaccination during the pandemic?
With comments ranging from “Didn’t even last 3 seconds before crying”, to “Yep in tears. The worst was the shot of the cabin crew hugging in the terminal!”, “All the feels. Amazing. The day just can’t come soon enough,” the powerful ad hit home as a reminder of everything we missed when we couldn’t fly away. Dammit, Qantas.
The Olympics, like air travel, connect us to the wider world. Both are about pushing boundaries, overcoming challenges, and striving for greatness. And the odd tearjerker. Dammit, Qantas.
