Qantas Unveils ‘Australia in the Sky’ Campaign to Boost US-Australia Travel with Iconic Aussie Flair
(IN SHORT) Qantas has launched a new brand campaign, “Australia in the Sky,” in the North American market, the first in a decade, as demand for travel between the US and Australia grows. Directed by Australian filmmaker Baz Luhrmann, the campaign showcases Australian talent and highlights iconic locations such as Bondi Beach and Sydney Harbour. It celebrates 70 years of Qantas flights to North America and promotes the airline’s expanding routes, including new direct flights from Melbourne to Honolulu starting in May 2025. Actor Chris Hemsworth narrates the campaign, which emphasizes the uniquely Australian experience passengers enjoy onboard Qantas flights.
(PRESS RELEASE) Los Angeles, CA, 2024-Oct-2 — /Travel PR News/ — Qantas has launched a new brand campaign in the North American market, marking its first such campaign in a decade, as it responds to growing demand for travel between the US and Australia. Titled ‘Australia in the Sky,’ the campaign features an all-star Australian cast, including actor Charlee Fraser and model Jess Hart, with creative input from renowned filmmaker Baz Luhrmann and production designer Catherine Martin. It aims to evoke the spirit of Australia from the moment passengers board a Qantas flight, showcasing the airline’s premium service and distinctly Australian hospitality.
Timed to coincide with Qantas’ 70th anniversary of flying to North America, the campaign is part of broader expansion efforts. Qantas recently increased its US services, announcing direct flights from Melbourne to Honolulu starting in May 2025. Additionally, it remains the only airline to offer A380 services across all cabin classes between Australia and the US.
The campaign was filmed at Qantas’ Los Angeles hangar, highlighting iconic Australian destinations such as Bondi Beach, Sydney Harbour, Federation Square in Melbourne, and the Great Barrier Reef. Actor Chris Hemsworth narrates the campaign, noting the comfort and familiarity of flying with Qantas, while the soundtrack is provided by Australian duo Angus and Julia Stone.
Qantas Group Chief Marketing Officer Petra Perry emphasized that the campaign is designed to give US travelers a taste of Australia the moment they step onboard, reflecting the airline’s commitment to delivering a uniquely Australian experience in-flight.
With more than 40 flights per week between Australia and North America, including routes to cities like New York, Los Angeles, and Vancouver, Qantas is poised to meet growing demand, supported by its upcoming Project Sunrise non-stop flights from Sydney to New York in 2026.
Media Contact:
email: qantasmedia@qantas.com.au
Source: Qantas
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