Australian Travel Gets Boost From Chris Hemsworth and Baz Luhrmann in New Qantas Campaign

Chantelle Luhrmann and Catherine Martin, a Hollywood Oscar-winning costume designer and writer, director S. Martin’s wife who has frequently worked with him, provided creative consultancy on the Qantas commercials, which include Hulk’s voiceover.

Aussies in the Sky, Superman comes to mind – actually, it is a commercial that has it all!

Qantas launched the first new brand campaign in the North American market for a decade because there has been higher demand for travel between United States and Australia. These spots have a very Hollywood orientated feel to them because of some of Australia’s local talent including Chris Hemsworth, Baz Luhrmann, Catherine Martin and models Charlee Fraser & Jess Hart.

The Hollywood actor, popularly recognised for the Avengers movie, was used in voicing of the campaign while the married filmmakers served as the creative consultants and the brand’s ambassadors of the campaign. Fraser and Hart triggered models are used in the campaign and most of the Qantas crewmembers. Captued on location at the airlines hanger in Los Angeles Use of A380 aircraft The campaign showcases clips of famous place in Australia such as Bondi beach, Sydney, the Sydney Harbour, the Melbourne Federation Square and the Great Barrier Reef.

“As I think any Australian would, I have a lot of pride in Qantas.” said the auteur. Basically, I believe that the moment one boards a flight you are greeted by something that makes you partially Australian – an Aussie charm. That is the feeling that comes with being on Qantas where, you are not waiting the time you arrive in Australia before you begin to feel like you are there.

For his part, Hemsworth, whose voice can now be heard on theatre screens worldwide in TRANSFORMERS ONE, stated that as an Australian he has done quite a lot of long haul flying. “I stand comfort knowing I am on a Qantas plane because everything within instantly makes me feel at home.”

Added Qantas chief marketing officer Petra Perry: “Whether it is through the genuinely warm and friendly faces of our crew or through our premium Australian wine and produce, we want our customers to feel as though they have begun their holiday in Australia the moment they step into our Qantas aircraft. “Indeed, there has never been a better time for American vacationers to visit this area of the world because most of what we offer to download puts US-Australia flights with just one transfer.”

In creating the concept and creative direction of the campaign, the_scheme was alongside with the Australian basis airline, Qantas in coordination with the creative agency Convicts. Australian Justin McMillan oversaw the campaign, as it provided accompaniment from Australian musicians Angus and Julia Stone.

Stan and his team are raising the current service frequency between New York – Auckland – Sydney from 4 weekly to 6 weekly from October 27 while aiming to launch Project Sunrise – direct flights from Sydney to New York in 2026. This year, Qantas marks 70 years of flying to North America.