Kreatology // Kylie Garner // Fractional CMO

Qantas Marketing Strategy: Exploring Key Tactics for Success

qantas marketing stategy

As the flag carrier of Australia, Qantas has been a household name in the aviation industry for century. With a rich history and a strong brand presence, the airline has successfully navigated the ever-changing landscape of the airline industry with the Qantas Marketing Strategy.

But what sets Qantas airways apart from its competitors, and what Qantas marketing strategies have contributed to its enduring success?

Let’s breakdown the Qantas Marketing Strategy and exploring the key tactics that have helped the airline maintain its position as a leader in the industry. From its iconic branding to its innovative customer experiences, we’ll examine the secrets behind their marketing magic.

Whether you’re a marketing expert, an aviation aficionado or simply curious about what makes Qantas tick, let’s take a journey into the world of the Qantas Marketing Strategy!

Pillars of the Qantas Marketing Strategy

Qantas’s triumph can be attributed to a potent blend of marketing genius. They’ve crafted a distinct personality, oozing Aussie charm and captivating storytelling, differentiating themselves in a crowded market. Qantas marketing isn’t just about selling flights; it’s about curating an irresistible experience.

Brand Positioning: The Spirit of Australia

At the core of the Qantas marketing strategy is its powerful brand positioning. They have successfully ingrained themselves as synonymous with Australia itself. Their marketing consistently emphasises their Australian heritage, evoking a sense of national pride.

Qantas associates the brand with the country’s renowned natural beauty, friendly people, and adventurous spirit. From iconic Indigenous artwork adorning their aircraft to partnerships with local Australian businesses, Qantas airways ingeniously weaves its brand into the very fabric of Australia.

Customer-Centric Approach: Elevating the Traveller Experience

Qantas relentlessly focuses on understanding its customer base through effective market segmentation. They’ve mastered segmentation, realising no two flyers are alike. Business travellers crave efficiency and comfort while families seek hassle-free journeys and entertainment.

Qantas tailors its message, recognising that deep customer understanding breeds loyalty, and a personalised experience keeps them coming back for more. Qantas consistently invests in improving its customer service, evident in its award-winning frequent flyer program.

Other investments include comfortable cabins and a commitment to operational excellence, minimising delays and disruptions. Qantas is also at the forefront of technological innovation and was one of the first airlines to offer online booking and check-in.

They continue to enhance their digital platforms, like the Qantas app, to provide a seamless customer experience. Ultimately, they prioritise delivering an exceptional end-to-end journey.

Strategic Partnerships & Alliances: Expanding Global Reach

Recognising the power of collaboration, Qantas has cultivated a robust network of alliances and partnerships. They are a founding member of the Oneworld Alliance , enabling them to tap into a broader customer base and increase their global footprint.

Qantas leverages strategic alliances to provide customers with seamless international flights and travel options, extending their reach and opening doors to a vast network of destinations worldwide. Through partnerships with leading hotels, car rental companies, and other travel providers, they’ve cultivated a complete travel ecosystem that enhances customer convenience.

This strategy extends beyond traditional travel sectors. The partnership with Emirates, for example, expands its network while providing passengers access to a wider choice of destinations and enhanced services, solidifying their presence in key markets like the Middle East and Europe.

Pricing & Product Strategy: Something for Everyone

Qantas deftly balances premium offerings with budget-conscious options through its dual-brand strategy, catering to a wider market. Qantas Airways caters to travellers seeking exceptional service and comfort.

On the other hand, Jetstar, their low-cost subsidiary, targets the price-sensitive segment with cheap economy tickets. The new Product Mix of Qantas Airways encompasses a comprehensive suite of offerings, from economy and premium economy to business and first class, providing choices for every type of traveller.

Qantas has adopted a competitive pricing scheme that keeps prices a little bit lower compared to rival airlines – a tactic that lures passengers into choosing them over others.

Innovative Marketing Campaigns: Capturing Hearts & Minds

Qantas stands out for its inventive marketing initiatives. Who can forget the “Best Jobs in the World” campaign that became a viral sensation? This ingenious initiative blended stunning imagery, showcasing Australia’s natural beauty and unique experiences with once-in-a-lifetime job opportunities. Let’s take a closer look at a few notable examples:

Campaign Description Key Takeaways
Best Jobs in the World (2009) This global campaign offered six dream jobs in Australia. It generated immense buzz on social media, garnering millions of applications. Leveraging user-generated content and experiential marketing for brand awareness and global reach.
Feels Like Home (2014 – present) A long-running campaign featuring emotional stories of people travelling with Qantas, connecting with their loved ones, and experiencing Australia. Emotive storytelling, emphasizing personal connections, and aligning with the “Spirit of Australia” brand identity.
Qantas Points Plane (2020) A dedicated flight exclusively for Qantas Frequent Flyer members, fully booked using Qantas Points, created immense excitement among loyalty program members. Rewarding loyal customers, promoting the Frequent Flyer program, and generating positive PR through exclusivity.

Qantas airlines consistently leverages social media. Their social media channels are abuzz with captivating visuals, user-generated content and interactive campaigns that cultivates customer loyalty online.

Safety and Sustainability: Key Focus Areas

Qantas boasts an excellent safety record, something deeply ingrained in their messaging. This is paramount in the airline industry and a key differentiator, reassuring travellers concerned about well-being in the skies.

Beyond safety, sustainability is a growing focus for the environmentally conscious traveller. Qantas has committed to reducing its carbon footprint through initiatives like investing in sustainable aviation fuel and offsetting carbon emissions.

Their advertising promotes these sustainability initiatives, such as using sustainable aviation fuels, reducing plastic waste, and supporting carbon offset projects. They are dedicated to becoming a more sustainable airline.

FAQs about Qantas Marketing Strategy

What is Qantas’s overall marketing approach?

Qantas employs a multi-faceted approach to digital marketing that blends brand building, customer service enhancement, strategic partnerships, competitive pricing, innovative campaigns, and a strong emphasis on safety and sustainability to secure its market leadership and create lasting brand loyalty.

How does Qantas use digital marketing?

Qantas leverages digital marketing platforms to reach its global customer base, with a user-friendly website and mobile app allowing travellers to manage their bookings, access entertainment, and receive real-time updates. Their active social media presence fosters a sense of community, running contests and interactive campaigns alongside showcasing stunning travel imagery and engaging with their followers.

What sets Qantas’s marketing apart from its competitors?

Their emotional storytelling ability and inextricably linking their brand with Australia set them apart. Qantas goes beyond simple flight advertising with their marketing mix. They create campaigns that resonate deeply, evoke emotion and make their target audience long for the Australian experience.



The Qantas marketing strategy exemplifies marketing prowess in a competitive global industry. Qantas continues to soar with its potent marketing mix of brand positioning, customer-centricity, strategic alliances, dynamic pricing, creative campaigns and unwavering dedication to safety and sustainability, capturing the hearts and minds of travellers worldwide.

By weaving these threads into powerful marketing strategies, Qantas maintains their market share and secures its place not just as an airline but a symbol of Australia itself.

Hi! I'm Kylie.

Brand & Digital Marketing Strategist, Educator, AIPP Master Photographer and Superstar Mum of two gorgeous boys.

I help businesses grow with Conversion Driven Websites, Marketing Automation and Traffic Generation.