For the first time in a decade, Qantas has unveiled a brand campaign in the North American market as demand for travel between the U.S. and Australia continues to grow.
Academy Award-nominated writer, producer and director Baz Luhrmann and four-time Academy Award-winning costume and production designer Catherine Martin act as creative consultants and ambassadors for the campaign, titled “Australia in the Sky,” which features Qantas crew alongside an all-star cast of Australian talent including actor and model Charlee Fraser and model Jess Hart.
The campaign lands as Qantas celebrates 70 years of flying to North America this year and continues to invest in new aircraft and routes servicing the U.S., including Project Sunrise non-stop flights which are expected to take-off between Sydney and New York in 2026.
Filmed at Qantas’ Los Angeles hangar onboard an A380 aircraft, the campaign also features scenes from famous locations around Australia including Sydney’s iconic Bondi Beach and a flyover of Sydney Harbor, as well as Melbourne’s Federation Square and the Great Barrier Reef.
Qantas tapped creative agency Convicts to develop the concept and creative for the campaign, which is directed by Australian director Justin McMillan.
“Sharing the spirit of Qantas with our mates in the U.S.–and around the world–has always been a dream of ours,” said Pete Maiden, founder and CEO of Convicts. “Qantas isn’t just a national favorite down under, the airline brings the Aussie energy to life on their flights with the little touches of magic–from the menu to the staff to the overall energy on the plane–that we captured and amplified in our ‘Australia in the Sky’ campaign. When we approached the Aussie creative community—from Baz Luhrmann, Catherine Martin, Jess Hart, Charlee Fraser, Pia and Kane Muehlenebck, Will Gluck and Justin McMillan–they all climbed aboard.”
The campaign is soundtracked by Australian duo Angus and Julia Stone and features a wardrobe of Australian designers. Aussie actor Chris Hemsworth provided voiceover.
When asked why he chose to team up with Qantas, Luhrmann said “Like all Australians, I feel a great deal of pride in Qantas. The moment you step on the flight you’re embraced by the unique spirit that brings a little of Aussie magic to every journey. When you’re on Qantas, you’re not waiting to get to Australia, you’re already there.”
