Qantas continues ‘trial and error’ marketing approach as airline insists TV show is ‘not PR spin’

Qantas has described the second series of branded TV series Ready for Takeoff as a “calculated risk” and, despite funding the production, insisted it did not seek to cut negative stories from going to air.

Group executive brand, marketing and corporate affairs, Olivia Wirth, said the series will broadcast events “that you would not necessarily be looking to share”.

She claimed the airline recognised the need to create prime time entertainment that contained “excitement and drama”, not “PR spin and gloss”.