Qantas is going ocean-deep to boost tourism and protect the Great Barrier Reef (GBR) while also promoting the release of Disney.Pixar’s forthcoming animation, Finding Dory.
This may seem like a strange connection if you’re not a fan of Finding Nemo, the much-loved prequel to the new movie. However, the famous natural attraction appeared in the first flick and will once again be front of mind to potential global visitors as the forgetful blue tang fish aka Dory journeys from the GBR to the coast of California to reunite with her family.
Hoping to build on the Hollywood spotlight, Qantas teamed up with Disney.Pixar to not only promote tourism but raise awareness for the protection of the Reef.
In the lead up to the Australian premiere of the movie, Qantas will launch an integrated domestic marketing campaign with Tourism Events Queensland to encourage more visitors to the state.
GBR Finding Dory-themed artwork will be installed in the travelator at Qantas’ Sydney Domestic Terminal and Reef video content will feature on the airline’s domestic inflight entertainment throughout June and July. Plus there will be a 16-page cover story in the carrier’s in-flight magazine, which has a readership of over half a million people.
Additionally, for the month of June, Qantas is dedicating its carbon offset program to the support of a regeneration project in the GBR catchment area; and all voluntary contributions will benefit the Catchment Conservation Alliance.
Olivia Wirth, Qantas Group Executive of Brand, Marketing and Corporate Affairs, said this was an ideal platform to introduce the attraction to a new generation of Aussies and “talk about how crucial it is that we protect this amazing part of our environment.”
“We wanted to shine a light on the great work the Catchment Conservation Alliance does to preserve the Reef for the future and give them a helping hand – and encourage more people to see the Reef for themselves.”
Olivia Wirth, Qantas Group Executive of Brand, Marketing and Corporate Affairs
“It’s really exciting to show that tourism and conservation can go hand in hand.”
