Qantas Taps New Zealander’s “Curiosity” in New Campaign
Curiosity-mountains
Auckland, Thursday 10 October 2013: Qantas Frequent Flyer has launched its biggest ever advertising campaign across New
Zealand starring a 7ft tall life size replica of NASA’s Mars rover ‘Curiosity’ exploring iconic New Zealand locations.
The Curiosity campaign highlights to both existing and potential new members the increased benefits of the Qantas
Frequent Flyer program for New Zealand residents. Based around the theme of discovery, it is designed to show different
ways members can earn and redeem points - from buying groceries on their ANZ Qantas credit card to flying on Qantas and
partner airlines Jetstar and Emirates.
The campaign includes television commercials, outdoor advertising, direct, digital, print, experiential and social media
executions.
The campaign was filmed across various locations and features Curiosity admiring the snow-capped mountains of Queenstown
and exploring a rugby field.
The concept was created by Qantas Frequent Flyer’s creative agency “Droga5” and NASA granted special permission for
Qantas to create the replica.
The fully motorised sedan sized rover was built out of raw materials including steel, plastic and wood. Weighing 350
kilograms, “Curiosity” is able to move her head and arms, roll forward, backwards and pirouette.
CEO of Qantas Loyalty Lesley Grant said: “Curiosity is the perfect vehicle to encourage members to seek out all the ways
the program can work for them.”
A number of exclusive double and bonus Qantas points offers will be active throughout the campaign for New Zealand
residents when purchasing flights, hotel rooms, car hire and QBE travel insurance.
The launch of the Curiosity campaign coincides with a visit to Auckland by Qantas Loyalty CEO Lesley Grant, her
management team and the Curiosity replica to host a number of events to update Qantas Frequent Flyers (including the top
tier Platinum One and Platinum members) on the latest additions to the program and to hear their feedback on what other
improvements they’d like to see.
“New Zealand is a key market for Qantas. It has the biggest Qantas Frequent Flyer membership base outside of Australia
and we are very focussed on making sure we continue to add new elements to the program to keep it relevant and
rewarding.”
Qantas Frequent Flyer recently released a list of the top 5 items that members chose to redeem their points on.
http://www.qantasnewsroom.com.au/media-releases/qantas-frequent-flyer-redemptions-reveal-lifestyle-choices
Since August, Qantas Frequent Flyers have also been able to earn and redeem points on trans-Tasman routes on both Qantas
and Emirates, as part of the two airlines’ global partnership.
http://www.qantasnewsroom.com.au/media-releases/countdown-to-qantas-and-emirates-partnership-in-new-zealand
In December, Qantas will introduce a new seasonal route between Auckland and Perth and has retimed services to
Christchurch to improve connections with more international services from Sydney.
In August, Qantas Loyalty announced a record underlying profit of $260 million, up 13 per cent on the previous year and
also scored a record customer satisfaction rating.
To view the New Zealand Curiosity campaign, please visit: http://www.youtube.com/watch?v=UL0Tg8G4hVY=youtu.be
About Qantas Frequent Flyer:
§ The Qantas Frequent Flyer program was launched in 1987 and today has over 9 million members
§ The program has a range of partners including airlines, hotels, financial institutions and retailers
§ Over 5.6 million Awards were redeemed by members last financial year
§ The New Zealand online Qantas Store offers more than 1,000 products
Issued by Qantas Corporate Communication (Q5612)
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