Chris Hemsworth, Baz Luhrmann and more help Qantas launch first North American campaign in a decade

BY Matthew Leong

September 27, 2024 9:29

Chris Hemsworth, Baz Luhrmann and more help Qantas launch first North American campaign in a decade

Qantas has tapped several famous Aussies to colour its first campaign in a decade within the North American market, via creative agency CONVICTS.

The airline’s ‘Australia in the Sky’ platform sees Oscar nominated producer, director and writer, Baz Luhrmann, and Catherine Martin – a multi Academy-Award winning production and costume designer – fill ambassador and creative consultant roles. In addition to appearances from model Jess Hart, and model and actor Charlee Fraser, actor and Furiosa: A Mad Max Saga star, Chris Hemsworth, provides voiceover work for the campaign’s film (in both the 60-second and 30-second formats).

Music duo Angus and Julia Stone provide the soundtrack, while a plethora of Australian designers supply the wardrobe.

“Like all Australians, I feel a great deal of pride in Qantas. The moment you step on the flight you’re embraced by the unique spirit that brings a little of Aussie magic to every journey,” Luhrmann said.

“When you’re on Qantas, you’re not waiting to get to Australia, you’re already there.”

Hemsworth added: “As an Australian, I’ve spent a lot of time traveling on long-haul flights. I find such comfort stepping on a Qantas plane because it immediately feels like coming home.”

The campaign was shot on an A380 at “Qantas’ Los Angeles hangar”, and intersperses visuals of Australian landmarks – Bondi Beach in Sydney, Federation Square in Melbourne, etc. – with travellers enjoying the very best of Australian (and Qantas’) hospitality. CONVICTS came up with the platform’s creative director and conception, tapping director Justin McMillan to direct it.

When asked about ‘Australia in the Sky’, CONVICTS’ chief executive officer and founder, Pete Maiden, said it was a dream come to true.

“Sharing the spirit of Qantas with our mates in the US–and around the world–has always been a dream of ours,” Maiden revealed.

“Qantas isn’t just a national favorite down under, the airline brings the Aussie energy to life on their flights with the little touches of magic–from the menu to the staff to the overall energy on the plane–that we captured and amplified in our Australia in the Sky campaign.

“When we approached the Aussie creative community—from Baz Luhrman, Catherine Martin, Jess Hart, Charlee Fraser, Pia and Kane Muehlenebck, Will Gluck and Justin McMillan–they all climbed aboard.”

‘Australia in the Sky’ rolls out at a time when Qantas is celebrating its seven decades of flying to North America. The iconic airline is actively investing in its US-centric services, such as its Project Sunrise offering which is expected to help travellers journey from Sydney to New York directly in 2026.

And with Qantas’ “New York – Auckland – Sydney service” gearing up to increase its number of weekly journeys from four to six, it’s no wonder that the airline wanted to appeal to North American travellers’ desire to journey to Australia.

Petra Perry, chief marketing officer at Qantas Group, said: “Be it through our warm, friendly crew or the premium Australian wine and produce we serve, we want our customers to feel like they’ve started their holiday in Australia from the moment they step onboard a Qantas aircraft.

“It’s easier than ever for US travellers to take a break in Australia, with the majority of our services connecting the two countries in a single hop.

“Throughout our long history of flying to North America and the rest of the world, we’ve always been incredibly proud to share what makes Australia so unique on a global stage.”

‘Australia in the Sky’ will cruise in the market “through June of next year”, using TV, social (such as Instagram and Facebook) and OLV channels in the United States, along with runs in Australia and the United Kingdom.