Droga5 ANZ wins Qantas ‘Project Sunrise’ pitch
Qantas hands Droga5 ANZ its Project Sunrise brief
Droga5 ANZ has won a competitive pitch to create an advertising campaign to promote Qantas’ upcoming “Project Sunrise” flights.
The Accenture Song-owned shop will now act as the creative lead promoting Qantas’ non-stop flights from Australia’s east coast to New York and London.
In a statement to Mumbrella, Qantas Group chief brand and corporate affairs officer Danielle Keighery said: “We are pleased to confirm the appointment of Droga5 to lead the creative development for our Project Sunrise marketing campaign. We are one step closer to the world’s longest commercial flights, connecting the east coast of Australia non-stop to London and New York from next year.
“The Droga5 team brought genuine strategic depth and creative excellence to the process. We continue to work with a roster of talented agencies on a project basis across our brand and marketing work for both the airline and the loyalty business, and that won’t change.”
The account win comes as the first “Project Sunrise” aircraft is also in the final advanced stages of ground testing, and is preparing to take to the skies for its flight test programme in the coming months.
Qantas launched the pitch last year. Mumbrella understands the project involves developing a new internal brand proposition to inform the external campaign.
The airline currently 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.
Qantas also recently announced plans to shake up the marketing of its Loyalty arm, splitting high-level strategy and partnerships from day-to-day campaign execution.
Meanwhile, the former incarnation of the agency, then known as Droga5 Australia, led global creative for Qantas from 2012 until 2015. The Qantas account loss was one of the factors that led to the agency’s initial closure in Australia in 2015.
Now back, merged with another former Qantas creative agency The Monkeys and owned by Accenture Song, Droga5 ANZ is also currently vying to take creative leadership of Asahi’s agency roster.
