Qantas: Turbulent Times
- Jacqueline Leou
- Nov 4, 2023
- 3 min read
Updated: Nov 17, 2023
Social Media's Double-Edged Sword
Almost 12 years ago, I returned to Australia after a year-long stint in London.
Source: Qantas
The Spirit of Australia
Thinking back to the flight that would take me from Heathrow to Tullamarine, I distinctly remember a sense of longing for home.
The voices of the Australian Children’s Choir singing Peter Allen’s ballad to Australia -
“No matter how far or how wide I roam, I still call Australia home”
form the soundtrack to my memories. And I immediately envisage the Qantas livery in full Technicolor.
Source: TTA Group
The truth is – I’m not sure I flew Qantas home.
Back then, there was a sense of loyalty and pride about Qantas. Even if I hadn’t flown the red kangaroo, I probably wouldn’t have widely shared the fact!
But during COVID, Qantas’ sparkle faded.
Qantas’ treatment and response to customers during and after the COVID pandemic meant a huge change in public sentiment. And those impacted weren’t afraid to share their views.
Live by the sword, die by the sword
In October 2023, 4.95 billion people globally used social media, compared to around 970 million in 2010. And while Facebook continues to have a stronghold, hundreds of other social media platforms now exist.
The growth in social media usage and the number of platforms available means brands have even more opportunities to engage in conversation with their customers.
Source: Data Reportal
For better or worse, businesses are now extensively using social media as part of their integrated marketing communications (IMC).
The changes in functionality on the various platforms has meant the arrival of social media advertising, increased use of videos and two-way dialogue with customers, just to name a few. And marketers can help businesses engage and target messages to their customers on social media while cross-pollinating with online partnerships, search engine marketing and interactive advertising. The whole is greater than the sum of its parts.
The multiplier effect works wonders when customers like your brand.
But when they don't, customers share.
Exactly.
How.
They.
Feel.
And they don't hold back.
For businesses who incorporate social media in their IMC, this has proven to be a double-edged sword.
Please ensure your seatbelt is fastened
In May 2023, Qantas’ ad campaign, “Feel Like Home Again” dropped on social media, television and on streaming services to coincide with Mother’s Day.
Source: YouTube
As expected, it pulled at the heartstrings. A son flying home on Qantas to reunite with his mother on her 60th birthday after being apart for four years due to the pandemic.
You can’t fault Qantas for their clear, compelling and consistent content!
But, this campaign was a slap in the face for already disgruntled customers who, during the pandemic, felt abandoned by Qantas. The recent history of flight cancellations and difficulties redeeming flight credits meant the backlash was swift and strong.
And social media made it possible.
Scathing reviews; comments on Facebook; news stories; and even satire.
It was open slather.
Source: Beetoota Advocate Facebook
P.T. Barnum, who once said,
“There’s no such thing as bad publicity!”
would be eating his words!
Today, it is imperative that brands consider the elements of IMC they select in the context of their broader environment and how they are perceived. An updated situational analysis would have saved Qantas some pain.
Perhaps it's time for Qantas to review their IMC strategy.
As Marketers, how would you respond? And more importantly, what is your role in minimising fallout risk for future IMCs?
How would we respond? Check out our next post - Crisis Communications: What to do when things go wrong.
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I really enjoyed this post and as someone that is an avid flyer it really resonated with me. I remember seeing this ad as well as many others. I remember watching them as I returned home after a year abroad and feeling so nostalgic and happy that a simple flight could make me feel so connected to home.
But this again was before COVID and since our disappointment has not been lost.
You demonstrated the brilliant way that social media can be both beneficial and detrimental but using the analogy of the 'double edged sword' - well done!
Thanks Jacqueline, I really enjoyed your post.
I remember seeing this ad campaign and thinking it was very clever and heartwarming. Though I hadn't considered the backlash it may have stirred up!!
Social media as part of an IMC strategy is certainly becoming the norm and can be very beneficial, however, you're quite correct - it is a double-edged sword and one that organisations need to be very aware of.
I loved the layout of your post as well, very easy on the eye and well-spaced.
Look forward to following more of your "babble"!
Pippa
Hi Jacqueline,
I loved reading your blog.
Your blog brilliantly captured the shift in sentiment towards Qantas during and after the COVID-19 pandemic. The power and reach of these platforms can be appreciated and underestimated especially when you reference the exponential growth in social media usage since 2010, reaching 4.95 billion users globally in October 2023 from 970 million in 2010.
You also did a fantastic job of capturing the evolving dynamics between brands and customers in the age of social media.
Such a pleasure to read this blog Jacqueline. Both informative and engaging, I had a few chuckles. I very much love your formatting and your nod to IMC - well done.
A really informative and fun read, Jacqueline. Love the layout as well, super easy to stay engaged. As a hypothetical marketer for Qantas, I'd probably just find a new job.