Qantas

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Inspiring travel with targeted, audience-driven content

The Brief

Qantas is Australia’s leading airline and an iconic global brand. But, in 2015, its content program was not effectively engaging passengers or delivering on its marketing goals.

So Qantas partnered with Medium Rare to relaunch its content across all channels: the inflight magazine; the content inspiration hub, Qantas Travel Insider; social content and fortnightly inspirational emails.

Qantas also challenged us to come up with new ways to inspire passengers and deliver ROI.

The Solution

Our best-in-class content team – led by Editor-in-Chief, Kirsten Galliott, and Creative Director, Tony Rice – shifted the entire content strategy from business-led to customer-led, using passenger data, search and social insights for all content planning.

This approach allowed us to deliver:

A relaunched print magazine that better reflects the brand and the audience
A new, bi-annual Chinese edition to service the growing Chinese traveller market
A relaunch of the Qantas Travel Insider content hub, including full redevelopment and more than 500 new articles and city guides
A new approach to Instagram with a dedicated inspirational handle, @qftravelinsider
A new series of signature events, including our thought-leadership series, THINK, to engage the large business readership and deliver commercial benefits

See the Qantas content ecosystem in action

The Results

Qantas magazine is available on all Qantas domestic, regional and international flights and distributed through Qantas Business, Club and First lounges
270,000 monthly readers as measured by Roy Morgan*
Travel insider attracts a unique monthly audience of 194K with 1.35 million** page views per month on average
4:50 mins average session length on Travel Insider**
We digitally target 14 million Qantas Frequent Flyer members with exclusive Red Planet data
54k @qftravelinsider Instagram followers

*Roy Morgan March 2022
**Adobe Analytics May 2022

Meet the Editor-in-Chief

Kirsten Galliott

Kirsten is a senior media executive with more than 25 years’ experience in magazines, newspapers, digital media, television and radio. She has a proven track record of relaunching magazines and websites and building commercially successful brands.

“The Qantas content mantra is to celebrate travel — and the romance of travel. We want to take you places you didn’t even know you wanted to explore; to give you the inside running on the best restaurants, most breathtaking views and top hotels around the world; and to present you with experiences that, should you follow our lead, will add to your treasure trove of memories.”