Re-launching SFO-SYD

/ Work / Qantas Airways

An integrated content and media relations program to re-launch Qantas Airways’ Boeing 747 service between San Francisco and Sydney

Creating Advantage

1.4m broadcast impressions via strategic media partnership with KRON-TV

11.3k Instagram likes for the initial flight

Successfully communicated Qantas' revamped Business Class facilities and the close relationship between sister cities, Sydney and San Francisco

Helped Qantas fill an additional six flights a week

Project Leader

Demand for flights to Australia from the US is at an all-time high, and more airlines are adding routes Down Under.

With San Francisco being the most popular onward destination for corporate customers, Qantas responded by revamping its SFO service, the removal of a LAX layover cutting four hours of travel time. 

To build awareness ahead of launch, we worked with a Bay Area media partner, KRON-TV. A series of fam trips generated eight native content segments that ran in the week leading up to the first flight. These took viewers through the Qantas experience, beginning at the SFO terminal, then throughout the flight, highlighting the comfort, food and attention travelers enjoy during their journey. These were amplified by radio promotions with KIRO and KPLZ in Seattle, a key feeder city.  

Upon launch, we worked with several media outlets to establish the route: With 7x7 we created native content that connected the route and Sydney’s LGBT Mardi Gras celebration, highlighting the bond between the two sister cities first-hand; Chris McGinnis of SFGate/TravelSkills focused on the importance of the route for business professionals in both cities; while sponsored content in Condé Nast Traveler showcased Qantas’ Business Class accommodation.