Qantas Unveils New Brand Campaign in North America

For the first time in a decade, Qantas has launched a new brand campaign in the North American market, responding to the growing demand for travel between the US and Australia. This exciting campaign, titled ‘Australia in the Sky’, features the creative genius of Academy Award-nominated writer, producer, and director Baz Luhrmann, alongside four-time Academy Award-winning costume and production designer Catherine Martin. Both serve as creative consultants and ambassadors for the campaign.

The campaign showcases Qantas crew members alongside an all-star cast of Australian talent, including actor Charlee Fraser and model Jess Hart. It arrives as Qantas celebrates 70 years of flying to North America, marking a significant milestone in the airline’s history. As part of its ongoing investment in new aircraft and routes, Qantas is preparing for the launch of Project Sunrise non-stop flights between Sydney and New York, expected to commence in 2026.

In addition to this, Qantas has announced an increase in capacity to the US, with direct flights from Melbourne to Honolulu set to begin in May 2025. Qantas remains the only carrier to operate A380 services with First, Business, Premium Economy, and Economy cabins between Australia and the US.

Qantas Group Chief Marketing Officer Petra Perry emphasised the campaign’s goal to share the spirit of Australia with the North American market. “Be it through our warm, friendly crew or the premium Australian wine and produce we serve, we want our customers to feel like they’ve started their holiday in Australia from the moment they step onboard a Qantas aircraft,” Perry said. She highlighted the ease of travel for US passengers, with most services connecting the two countries in a single hop.

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

The campaign, filmed at Qantas’ Los Angeles hangar onboard an A380 aircraft, features scenes from iconic Australian locations such as Sydney’s Bondi Beach, a flyover of Sydney Harbour, Melbourne’s Federation Square, and the Great Barrier Reef. Australian actor Chris Hemsworth, who provides the voiceover for the campaign, shared his connection, saying, “As an Australian, I’ve spent a lot of time travelling on long-haul flights. I find it so comforting to step on a Qantas plane because it immediately feels like coming home.”

Soundtracked by Australian duo Angus and Julia Stone and featuring a wardrobe of Australian designers, the campaign beautifully encapsulates the essence of Australia. Qantas currently offers more than 40 weekly flights between Australia and North America, connecting destinations such as New York, Los Angeles, San Francisco, Dallas Fort Worth, Honolulu, and Vancouver. The airline’s Sydney – Auckland – New York service, which currently operates four times per week, is set to increase to six services per week from October 27, in line with the holiday season demand.

This new campaign celebrates Qantas’ rich history and highlights its commitment to providing a seamless and uniquely Australian travel experience for its passengers.