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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