Qantas is looking for a creative agency to help repair trust with its 23,000-strong workforce, as the airline tries to move past a string of high-profile controversies.

According to Mumbrella sources, the airline is pitching agencies to develop a new internal brand proposition, which could also form the basis of an external campaign.

A Qantas spokesperson confirmed a “specific project brief” was out to several agencies, but told Mumbrella the focus was not internal but rather on Qantas’ new ultra-long-haul routes (“Project Sunrise”) between Australia’s east coast and cities such as New York and London.

However, Mumbrella’s sources maintain the brief has a sizeable internal component. It appears to build on a campaign released earlier this year that put the spotlight on staff, including pilots, cabin crew, and operational teams.

ADVERTISEMENT

“Every moment of your journey creates lasting memories and every day over 23,000 of us are here to help you fly,” reads the campaign’s Youtube description.

The move follows years of scandals, including the unlawful firing of more than 1,800 staff during the pandemic, the sale of “ghost flights” to 86,000 Australians, and a third-party review that stripped former CEO Alan Joyce of millions in bonuses.

Last year’s AGM reportedly saw shareholders lament the “brand damage” to the point of cheering competition from Qatar Airways.

However, this year’s AGM was a distinct improvement, with CEO Vanessa Hudson and chari John Mullen presenting a “moving on” narrative and shareholder anger dissipated. A Roy Morgan report also suggests Qantas is seeing “green shoots of trust recovery.”

Marketing spend reflects the effort, with last year’s budget for the four brands of Qantas, Jetstar, Frequent Flyer and TripADeal up 12.8% to $220 million.

Qantas works with multiple agencies, often on a project-by-project basis. Among its long-term relationships, it counts OMD for media, Howatson and Company for Frequent Flyer creative, and Medium Rare for in-flight magazine content.

NOTE: This article has been amended to include the 2025 Qantas AGM and reflect marketing spend over multiple brands.