Anywhere you go in the world, no matter how far-flung or obscure, you’re guaranteed to run into another Australian traveller.
The trouble was, Qantas was known in the hearts and minds of Australians as the airline responsible for coming home. We needed to highlight the airline’s extensive network, and evoke a sense of wanderlust and escapism amongst Australian travellers.
We worked with Australian musician, Lisa Mitchell who helped create a beautiful rendition of Geoff Mack’s 1959 classic, ‘I’ve Been Everywhere’.
Below is a letter someone wrote to Qantas CEO, Alan Joyce in response to the campaign. Hey, sometimes advertising works.