Qantas launches Dreamliner marketing push

Those not yet suffering Qantas Dreamliner fatigue will be able to learn even more about the Flying Kangaroo’s plastic fantastic thanks to an atmospheric  marketing campaign due to start Sunday. The campaign will feature stories about Qantas staff involved in the preparation and delivery of the  airline’s new Boeing 787-9s. They include a pilot whose curiosity for flying began while his mother worked at the airline in the 1970s; an engineer’s early passion for mechanics and aviation started on a farm; and a flight attendant who immigrated to Australia at a young age and is passionate about making people feel comfortable. [embed]https://www.youtube.com/watch?v=SN79kw_jqhw&feature=youtu.be[/embed] The campaign was filmed in Australia and Boeing’s facilities in Seattle, Washington. Expect to see it on TV, outdoor, digital and social media channels. Some might well be wondering what the hype is all about.  After all, the airline’s Jetstar subsidiary has been flying the smaller B787-8 since 2013 and production slot of the latest plane – 615 – means a lot of other people are already flying Dreamliners. The airline’s new plane  is garnering attention not so much for what it is, but for what Qantas is going to do with it. This first aircraft will operate initially on domestic routes before starting Melbourne to Los Angeles services from December 15. But it is the airliner’s second route —  the marathon Perth-London non-stop due to start in March  — that has caught the public’s attention. This, along with the possibility of opening other ultra long-haul routes using the fuel-efficient planes, has given the airline a massive marketing opportunity. Qantas has kitted out the plane with its latest product and stacks up well in the premium cabins.  It has given those occupying its nine-across seating in cattle class some compensation for the narrower seats with extra legroom delivered through a combination of redesigned seats and an extra inch (2.5cms) of seat pitch. It has also teamed with researchers from the University of  Sydney’s Charles Perkins Centre to investigate cabin passenger health. This collaboration has already included looking at lighting scenarios, cabin temperature, meal timing and recipe development to help people adjust during the long trip. Further research will include the use of wearable technology to test the impact of long-haul travel on passenger wellbeing as it undertakes its “Project Sunrise” assessment of the hub-busting Boeing 777-8 and Airbus A350 ULR aircraft. “While the Dreamliner will bring the world closer, we’re keeping safety, service, and a refined sense of comfort at the forefront of everything we do,’’ said Qantas chief customer officer Olivia Wirth. “It was important to feature real Qantas people as they offer an authentic passion and excitement for the arrival of the 787 Dreamliner. The look on their faces when they see the Dreamliner for the first time says it all.”