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Facing Some Home Truths: Qantas
Qantass recent Feels Like Home television advertisement campaign has garnered attention from a variety of stakeholders from corporate interests to customers and workers. Although there are clearly differing perspectives, evident discrepancies in the reception of Qantas as a brand are manifest across all three stakeholder groups. Corporate interests may focus on revenue and customer intake whereas customers consider services offered, price value, and customer loyalty programs. Workers meanwhile likely think about employee programs and benefits such as job opportunities and competitive wages. Yet despite the different understandings of the airline industry by each stakeholder group, there is also a shared understanding of the quality associated with Qantasallowing it to remain successful as an Australian icon for more than 95 years (Baumann et al., 2017).
Qantas' "Feels Like Home" campaign has received largely unconstructive feedback from the aviation industry, with stakeholders pointing to a disconnect between the narrative created and its core message. At its core, it appears that the sentiment and emotion explored in this television campaign failed to target an audience that valued facts over emotion and neglected to link their experiential promise with tangible outcomes. Despite its strong production quality, the lack of detail in how Qantas is responding to emerging trends has left many...…have gone in a different direction by targeting people who value timely departures with safety being their main goal both literally and metaphorically.
The Qantas News Room serves as an important platform for the company to effectively communicate its marketing and promotional messages. Given its prominence, it is essential to evaluate the role of public relations (PR) when using this resource. PR enables organizations such as Qantas to create a community with their stakeholders through robust two-way communication. This helps to inform and educate its customers on the various product offerings while also allowing them to provide direct feedback. Consequently, an understanding of public relations is a critical element when…
References
Baumann, C., Bretherton, T., Troy, S., and Taksa, L. (2017). Facing Some 'Home' Truths: Brand Backlash and the Case of Qantas. Links to an external site.In SAGE Publications. https://dx.doi.org/10.4135/9781473999022
Key, T. M., & Czaplewski, A. J. (2017). Upstream social marketing strategy: An integrated marketing communications approach. Business Horizons, 60(3), 325-333.
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