Qantas just released its new national campaign “Stand Up for the Spirit of Australia’ which celebrates Australian diversity and inclusion.  Kicking off with a 60 second TVC set on Maroubra beach and starring Hugh Jackman, the national airline has partnered with a string of prominent figures in sport such as Qantas ambassador Adam Goodes, students of the Australian Indigenous Education Foundation, the Australian Ballet, and Qantas staff celebrating the Mardi Gras with the LGBTI community, to send a powerful message and call to action.

This campaign is part of Qantas’ stance on and support for embracing diversity and equality for all Australians, which is something that the organisation has championed through their gender diversity initiatives, Indigenous reconciliation and support for issues facing the LGBTI community.

The TMS Take

One of the impactful trends for 2018 identified by The Media Store is ”Making a Brandstand”. There is an ever-growing need and perhaps an expectation that brands step up and take a position on the relevant and significant issues societies are facing today.

Qantas, being an Australian icon with international recognition, has the social responsibility and a legitimate reason to address pivotal social issues within Australia. By incorporating their famous slogan ‘Spirit of Australia’ into a positive message around building diversity and having an inclusive and accepting culture, the brand really exudes an authenticity and alignment around what Qantas stands for and the messages delivered through this campaign.

Rachel Joiner

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