Qantas set to push more marketing budget to virtual reality as a new channel for consumers

Qantas is set to sink more of its marketing budget into virtual reality (VR) projects and is eyeing the technology as a new channel to reach consumers, the airline’s digital advisor has said.

Rapid VRs Dave Klaiber demonstrates the interactive video dome

Speaking on a panel at SXSW in Austin, Texas, David Murray, digital adviser for Qantas, said trials of the technology in campaigns and in flight had gotten good feedback from customers and led to deep engagement with its tourism content, driving more sales.

He said: “Going forward we’re quite excited about making VR an actual marketing channel in its own right. There are a lot of people who got excited about VR in marketing 10 of 15 years ago, but I honestly think VR is almost a new marketing platform.