Qantas – Passport Take Off

The Challenge

Within North America, Qantas is a lesser known proposition competing with a range of airlines for flights across the Pacific including all the major U.S. carriers. Our brief was to raise awareness and consideration of Qantas amongst Americans who dream of a holiday in Australia.


Studies show that Australia is at the top of Americans’ bucket list. But despite being Australia’s national carrier, Qantas was losing its position as Americans’ go-to airline for the trip. By analysing data from the U.S. State Department, we found a key local insight that no one in the travel business was talking about: there are less than 135 million valid U.S. passports in circulation, which means that 3 out of 5 Americans don’t have one. So in order to help more Americans travel to Australia with Qantas, we gave them a free passport.


‘The Passport Take-Off’ launched on Facebook and Twitter with a video featuring a real-life Qantas pilot inviting Americans to get themselves a passport “on us”. All they had to do was book a flight to Australia at and enter a promo code to get the full cost of a new U.S. passport taken off their ticket.

Result / Business Effect

The campaign quickly made headlines across local and international media including Forbes, Mashable, Daily Mail, Esquire, MSN, Yahoo, Der Standard and International Business Times, reaching an audience of 225 million people through earned PR alone.

17.4 million Twitter impressions were generated in 4 weeks, reaching 9.5 million unique users. And in just 10 days, received over 20% of its total annual website traffic.


Naoto Ichimaru