Australia is at
the top of Americans’ bucket list, but despite being Australia’s national
airline Qantas was struggling to get more people Down Under. By analyzing
numbers from the U.S. State Department we discovered a key local insight that
no one in the travel industry was talking about – 3 out of 5 Americans don’t
have a passport. So we gave them one.
‘The Passport
Take-Off’ launched on social media with a video featuring a real-life Qantas
pilot inviting Americans to get themselves a passport “on us”. All Americans
had to do was follow the call to action to Qantas.com and enter a promo code to
get $135 – the full cost of a new U.S. passport – taken off their ticket.
The campaign
quickly made headlines across local and international media, with an earned
reach of 225 million. In 10 days Qantas.com received 20% of its total annual
website traffic, and bookings to Australia went up by 158% year-on-year.
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