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.<\/p>\n
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.<\/p>\n
A Qantas spokesperson confirmed a \u201cspecific project brief\u201d was out to several agencies, but told Mumbrella the focus was not internal but rather on Qantas\u2019 new ultra-long-haul routes (\u201cProject Sunrise\u201d) between Australia\u2019s east coast and cities such as New York and London.<\/p>\n
However, Mumbrella\u2019s 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.<\/p>\n
ADVERTISEMENT<\/p>\n
\u201cEvery moment of your journey creates lasting memories and every day over 23,000 of us are here to help you fly,\u201d reads the campaign\u2019s Youtube description.<\/p>\n<\/p>\n
The move follows years of scandals, including the unlawful firing of more than 1,800 staff during the pandemic, the sale of \u201cghost flights\u201d to 86,000 Australians, and a third-party review that stripped former CEO Alan Joyce<\/a> of millions in bonuses.<\/p>\n Last year\u2019s AGM reportedly saw shareholders lament the \u201cbrand damage\u201d to the point of cheering competition from Qatar Airways.<\/a><\/p>\n